Sainsbury’s to rebrand Homebase

Sainsbury’s is to rebrand its 300-strong DIY chain Homebase, and is believed to have drawn up a shortlist of consultancies to work on identity and interiors.

A Homebase spokesman says: “We are talking to a number of design specialists from across the spectrum [of disciplines].”

The initiative comes seven weeks after the appointment of Kate Swann as marketing director. “It makes sense to look at all your brand attributes to make sure you are relevant to your consumer,” says the spokesman.

20/20 Design and Strategy Consultants, appointed to rebrand the supermarket chain last month (DW 17 October), is a prime suspect to be on the pitch list.

20/20 new business director Yaron Meshoulam declines to comment on Homebase.

Other groups shortlisted for the main Sainsbury’s chain job, inc-luding Nucleus Design, Rodney Fitch and Conran Design Group, are known not to be involved in the Homebase shortlist.