Ian Middleton Creative director: brand and packaging

ABOUT

Currys / PC World was reorganising its portfolio of 70 private label brands to seven. They were looking for a 360 degree service to create a structured brand portfolio that was dynamic, innovative and distinctive. I built a small team and built the brands from the bottom up - adding strategic and creative services: vision, brand principles, brand books, tone of voice guides and integrated packaging and activation guides.

The project ran for 5 years and during this period the private label brands grew and innovated, consistency beating sales targets.

Project scope
Brand principles
Brand books
Packaging style guides
Fixtures and in store pop-ups
Launches and activations
Exhibitions and events
Concept packaging
Websites and mictosites

MADEIT CREDITS

  • Currys / PC worldClient

Developing the Currys / PC World private label brand portfolio

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