UKTV unveils Really rebrand

LONDON - Red Bee Media has created the brand positioning and a series of provocative promotional idents for UKTV women's lifestyle channel Really.

The launch work goes live today and marks UKTV's penultimate channel rebrand, following UKTV G2's move to Dave 18 months ago.

The women's lifestyle channel, previously called UKTV Gardens, has adopted a Pop Art style of branding and the slogan "Really. You couldn't make it up".

It launches alongside a new website, isitreally.co.uk and will carry documentaries including 'The Truth about Beauty', 'Under the Knife' and 'The Rachel Zoe Project'.

Red Bee Media has developed branding, including a logo, four idents, endboards, break-bumpers and a 60-second launch promo (as well as 30- and 10-second edited versions) -- all designed to get women talking.

The launch promo will air across the UKTV network, Virgin TV and Sky.

The four idents -- 'Surgeon', 'Cafe', 'Changing Room' and 'Park Bench' -- each depict situations in which the response is "Really?" or "Really!" and feature Pop Art-style animated characters.

In 'Cafe', a woman makes eye contact with an attractive man, who is drinking coffee alone, spurring fantasies about him as a knight astride his charger, going on holiday with him, being proposed to by him and finally marrying him.

Her reverie is broken when another man approaches and kisses him. "Really?" she says in a speech bubble. "Really!" her friend replies.

Red Bee Media was briefed by Tom Lucas, UKTV's marketing and communications director, and Denise Wild, UKTV's lifestyle marketing manager, to inject new life into the broadcaster's lifestyle TV channels.

Andy Bryant, director of creative at Red Bee Media, said: "UKTV's ambition to design a new channel set out another exciting challenge for our team in pushing the creative boundaries.

"As we approach the final two channel rebrands, Really is the ninth brand identity, which adds another charismatic dimension to the portfolio overhaul.

"The new brand identity is as striking as the no-nonsense, straight talking content, which will be shown on the channel and we hope that Really's light-hearted humour will raise a smile from any viewer, male or female."

At the end of April, lifestyle channel UKTV Style was rebranded as Home.

UKTV's final channel relaunch will be UKTV Food, which becomes Good Food on 22 June.

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