Homebase targets women with 'stylish' new brand identity

By Nicola Clark, marketingmagazine.co.uk, Tuesday, 28 February 2012 08:00AM

Homebase will roll out a fresh identity this March as part of a broader drive to promote the depth and style of its products.

Homebase: new brand identity

Homebase: new brand identity

The new look, which the retailer began planning a year ago, has been created by branding agency Design Bridge.

An ad campaign, created by Leo Burnett, will also break on 1 March, which will feature a house built and styled completely out of shipping containers.

Becky Brock, brand controller at Homebase, said the planned change of  identity had been driven by ‘changing company culture and values, rather than just a marketing strategy’.

The rebranding comes at a key time as the company rolls out Habitat at Homebase, as well as promoting its ranges from Laura Ashley and Jamie Oliver.

According to Brock, 60% of the brand’s customers are women. ‘In many cases, women are the decision-makers and they are the ones going out researching, so visual marketing is key,’ she added.

The decision to focus on the range’s depth is intended to reflect the brand’s drive to help people create personalised looks for their homes.

This article was first published on marketingmagazine.co.uk

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