Glasswells are the largest independent home furnishings retailer in East Anglia. Established in 1946, their customer base consists of an older, traditional ABC1 demographic.
Our brief was to evolve the perception of the brand and appear to a wider, younger audience, ensuring it was first and foremost in the minds of East Anglians as the number one and natural port of call for all their home furnishings.
The company had a loyal and long-standing core audience, so the challenge was to update the look, feel and style of the brand, yet still appeal to the current audience but also attract a younger demographic.
After evaluating Glasswells’ marketing communications from its brand proposition to the execution of all marketing collateral and advertising materials, we recommended a complete brand refresh – revamping everything from the corporate identity to in-store signage and livery.
We employed confident typography, striking new photography, sparkling straplines and a fresh media approach bringing them up to date, on trend and ahead of their competitors. New methods included door drop distribution, email marketing, online and outdoor advertising with a reduced spend on press advertising, ensuring a younger audience was addressed.
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