BRANDING BRIEFS: Crazy George rebrands 101 retail outlets

Crazy George, the household goods specialist, is rebranding its 101 retail outlets in the UK to BrightHouse. Interbrand developed the positioning, name and corporate identity. The revamped look, which uses orange and red lettering, is intended to convey a premium feel for the brand. Rebranded stores will also offer a range of new services such as cheque cashing and an electronic top-up service for mobile phones and utility payments.