The aim, to re-establish the presence of Robert Dyas on the high street. The well loved brand had lost direction and the project’s focus was to concentrate on its core proposition as the ‘really useful store.’
We generated communication structure that allowed the customer to navigate the store easily. A mixture of lower level and bespoke fixtures and defined environmental and product zoning principles, separating more aspirational products from the everyday, created a space that encouraged browsing and discovery.
The project covered new brand identity, tone of voice, communication hierarchy, POS structure, environment and uniforms.
Building on our work on the out of town stores we created a more fashion focused proposition, expressing Mothercare’s mission and heritage as a supporting partner in parenting since 1961. This concept has now been rolled-out in over 700 stores across 52 countries.