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Revitalising an iconic brand: A fresh look for a leisure products retailer

15th July 2024

3-minutes read

We really enjoy helping brands evolve while staying true to their roots. Our recent collaboration with W4, the UK’s leading supplier of caravan, camping and marine accessories, perfectly exemplifies this approach.

W4 has been a trusted name among leisure caravaners for decades. When they approached us to refresh their brand identity, we knew we had to strike a delicate balance - modernising their look while retaining the familiarity and trust they’ve built with their loyal international customer base over the years.

We wanted to keep the new identity relatively simple and design an iconic brand identity that would stay relevant to the company for decades to come. The advantage of such a short business name meant that we could explore a typographic solution and introduce a wordmark rather than develop a separate logo device and title. In addition, we developed a secondary 'anniversary' logo device, to celebrate their heritage. This device was designed to run alongside the main brand logo.

The result? A revitalised brand identity that honors W4’s heritage while positioning them for future growth in the caravan and leisure industry.

Key elements of the redesign include:

1. Evolving the color palette

We maintained W4’s signature purple and yellow colors, but developed a more interesting variation of the colourscheme . The refreshed palette evokes both reliability and adventure - perfect for a heritage brand that supports caravanners’ journeys.

 

 

2. A versatile new logo

The updated W4 logo is bold yet approachable. Its clean lines suggest forward motion, mirroring the spirit of the caravanning lifestyle. Most importantly, it looks distinctive and is instantly recognisable across all applications - from product packaging to digital platforms, and works perfectly at a smaller size.


3. Creating packaging templates

A major focus was creating a cohesive look for W4’s vast product range. We developed a system of header cards and packaging templates that can be easily customized and (in the case of the header cards) over-printed in-house and on demand. This ensures brand consistency, flexibility for multilingual titles and descriptions whilst allowing for efficient product launches.

4. Comprehensive brand guidelines

To support W4’s growth, we created a concise yet thorough brand guidelines document. This equips both internal teams and external partners with the tools to apply the new identity consistently across all touchpoints.


The impact

Since launching the refreshed brand, W4 has reported increased engagement from both long-time customers and new caravan enthusiasts. The modernized look has opened doors to exciting retail partnerships, expanding W4’s reach in the market.


What this means for your brand identity

W4’s success story demonstrates the power of thoughtful brand evolution. By respecting a brand’s history while infusing it with renewed energy, we can create identities that resonate with established audiences and attract new ones.

Is your brand ready for a refresh? Whether you’re looking to modernize your look, expand into new markets, or simply ensure your visual identity aligns with your company’s vision, we’re here to help. Our proven process combines deep strategic thinking with world-class design to create brand identities that drive real business results.

Let’s start a conversation about elevating your brand. Contact me today to explore how we can bring your vision to life.

Find out more
Mark Wilde

Mark Wilde

Creative Director

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