Wilko Overall Group Render (1)

Source: Wilko

Creative agency Free The Birds set out to modernise the branding 

Wilko is shaking up its own-label packaging designs after a customer survey concluded a refresh was due.

The result is a more consistent design across 15,000 SKUs, all now featuring Wilko’s logo at the top with the product name directly underneath, plus new colours and photography.

Creative agency Free The Birds set out to modernise the branding and better highlight product benefits while unifying the own-label range across all categories, from paint to petfood.

“After conducting a survey with our customers, we realised the need for a brand refresh that highlights product benefits and eases navigation on shelves,” said Racheal Leonard, head of brand & marketing at Wilko.

She said the aim was to “strengthen our existing equities and truly enhance our presence on the shelf”.

Free The Birds partner and creative director Nick Vaus said: “With a portfolio of this size, we had to create a consistent brand thread across varying labels that is delivered simply and effectively.

“Our challenge was to elevate and evolve wilko’s brand identity to reflect its values and product attributes of durability, ease of use, performance and accessibility.”