Our Leeds studio has completed a brand redesign for one of the UK’s longest established household technology brands, Bush.
The challenge was to develop a personality and point-of-view for the brand, which while trusted, was being described by some consumers as ‘dated’. It was also essential that the rebrand put people at the heart of the campaign; to reflect the way modern, savvy families incorporate technology into their lives.
The sheer breadth of the Bush range, which is available exclusively at Argos, was a further challenge because we needed to make the product more gift-able and ensure ease of purchase for customers.
The result was a brand identity across all touch points from logos to catalogue page design and packaging, as well as being built into the product software itself to ensure consistent storytelling throughout the customer experience.
At the heart of the new visual story, photography, shot by Mat Wright, shows light illuminating from the product onto the user, capturing the human experience, richness and joy that technology brings to people’s lives.
The Bush identity was modernised and modified to highlight ‘us’ in keeping with the idea of an in-home experience that brings people together, extending the brand story through all touch points.
The revamped range includes two distinct lines – Bush and Bush Classic. The Bush range offers everything from a new 55″ Smart TV, for families wanting the ultimate cinematic experience, to a keenly-priced Eluma B1 10” 32GB Windows Tablet and Keyboard, which enables work and pleasure on the go.
Bush Classic focuses on heritage and design, with great products including the iconic 50’s Style FM Radio, and Retro Fridge Freezers available in four colours, ensuring customers can buy into the retro trend at highly affordable prices.
Sarah Dear, Managing Director said:
We approached the Bush redesign with a clear focus on strategy to inform our creative, helping us to inject new life and energy into this much-loved, long established family technology brand.
In the current economic climate, the Bush customer is careful how they spend their money. Technology is important, but purchase has to be balanced with safeguarding family activities. Putting people at the heart of the brand speaks to this, and sets Bush apart in a crowded marketplace where features and functions are still king.
Steven Shaw, Design Director at Elmwood, said: “Strong photography was essential to bring to life the human element of Bush’s story. The photography represents the ‘lovely chaos’ of daily life and the positive experience for people. It was important to us that Bush is accessible, while maintaining a quality feel.”
Alastair Chalmers, Senior Brand Manager at Bush said: “Bush products have been part of UK households for generations and as the most significant change to the brand identity in years, it was crucial that we got this right. In their work with Bush, Elmwood have refreshed our brand story and visual identity in a way that’s relevant to the modern world, but that stays respectful to our brand heritage and the needs of our customers, who we’re confident will love the new look and feel.”
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