Argos Simple Value identity, by The Partners

The Partners has created a new identity for the new Simple Value range from Argos, which features more than 140 lines starting at 99p.

The consultancy says: “We focused the brand on a notion of simplicity, but with an emphasis that simple doesn’t have to mean basic. Shifting the meaning from ‘basic’ to a ‘simple with a twist’, the twist came in the form of product descriptors.

“The copy [developed with Reed Words], has a touch of humour, which elevates the conversation, empathy and customer engagement. From pillows that count sheep to phones that catch up on conversations and clocks that only feature hours, minutes and seconds, Simple Value products are expressed in a simple and honest way.”