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A confident new brand expression for Howdens

Howdens
HowdensBrand CommunicationsB2BHomes & InteriorsUK

Objective: Modernise Howdens’ brand expression to drive growth among a new generation of tradesmen and consumers.

Howdens are the UK’s biggest supplier of fitted kitchens and joinery products. Trusted by tradesmen - and even The Queen – this is an authentic brand with real equity. With ambitious growth plans, Howdens wanted to modernise their brand identity design which would appeal to a new generation of tradesmen with a more diverse end-customer.

Having a complex business model in which builders sell to customers, it was doubly important to create a brand positioning and creative visual identity design which worked for multiple audiences – without overcomplicating their consumer-facing brand communications.

Boldly creative visual identity design: the rooster is a synonymous symbol for Howdens. To drive greater brand visibility, we redesigned this iconic logo removing it from its roundel.

A refreshingly straightforward brand expression.

We evolved Howdens' positioning with a creative brand expression to support their future growth plans, creating a new visual identity design that provides clarity and confidence. Our no-nonsense creative strategy and brand communications design meant protecting its heritage and enviable brand equity, whilst modernising the brand's visual identity design,

Being a trade-only brand, helping build trust with the end-consumer was also essential to our brand transformation. Our clear-cut brand strategy and positioning, created inspiring campaign content for all consumer-facing channels, not only helps Howdens build their business, but also helps the builder grow theirs.

Honing their heritage: Howdens logo and creative visual identity design, nods to the origins of the brand which started with two brothers making chicken sheds in the 1930’s.

Authentic brand identity system: Howdens logotype has dovetail joints & crafted incisions as part of its letterforms. This was carried through to the bespoke typeface we created.

On the side of the builder: We embedded the brand’s manufacturing ‘know how’ into every part of their creative brand expression - a branding design language that the builder would easily understand.
An expert shorthand: brand communication designs were direct and immediate, emphasising the brand’s understanding of the builder’s everyday life – it’s busy, frantic and has no time for fuss.
Brand culture: brand guidelines and internal communications invited everyone to understand the spirit of the new brand direction, and to see things through the lens of the builder.
Holistic brand transformation: our brand strategy and positioning has been applied to all assets, from brochure and website to depot interior design, signage and transport fleet.
Design leadership: we gathered insights about future living and interior design trends in order to position their new creative brand expression for multiple audiences.
Aspirational brand communications design: high-end brochures we created became a prized sales tool for tradesmen, elevating this trade-only brand positioning with end-consumers.

Design-savvy, social media content creation: we produced lifestyle campaigns and cooking content to further drive brand consideration with potential kitchen buyers.

Talk to us about creative visual identity design

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