The Ask
Canadian hardware giant Home Hardware selected Rodmell to rationalize and realign its substantial private label brand portfolio. After decades of cross-category growth, Home Hardware’s 70+ private brands were hampered by lower quality perception and under-appreciation of their value.
The Action
A strategic portfolio review was conducted, and a consolidated strategy represented by six power brands was developed. Clear brand guidelines for each brand’s role in the marketplace allowed Home Hardware to focus its marketing to offer customers compelling alternatives to national brands. Rodmell provided package design services to refresh the six brands and was instrumental in the subsequent packaging rollout.
Services provided
Services
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Brand Identity & Package Design
With strategic brand platforms set, brand identities and visual assets were developed for each brand. These assets were applied to compelling package designs that express elevated quality and exhibit brand consistency across the store.
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Rodmell was selected to assist Home Hardware in developing and executing a high-impact, profitable private brand architecture for the hardlines categories, plus packaging process development and execution. Several brands were transformed, and new brands created, building a powerful new portfolio. Rodmell's capabilities of retail strategy, marketing and branding are unique.
Reg McClay | Retail Consultant
Project Lead
CONSULTING
- Research & Insights
- Product & Service Strategy
BRANDING
- Brand Strategy & Positioning
- Brand Activation
- Name Generation
CREATIVE
- Brand Identity
- Package Design
Creative
Services
Branding
Services
Consulting
Services
Implementation
Services
Services provided
Project Name
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Project Name
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Project Name
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