Poulter set for JML brand overhaul

Leeds-based consultancy Poulter Group has been appointed by JML, the in-store and home shopping retailer, to review its position and brand identity.

Out-Think, the brand consulting arm of Poulter, will provide strategy and implementation for the entire JML brand, across packaging, in-store presentation, internal communication and the company’s digital television channel. JML-branded goods are distributed to 40 countries worldwide.

Earlier this year, the group secured a deal with Boots the Chemists to establish a presence in its stores. ‘It is a massively successful group, with a genuine drive to bring innovative products to the mainstream,’ says Out-Think director James Acton. ‘Nevertheless, all brands need maintenance and we will be examining the position of the brand to see what is going on.’ JML’s products range from beauty trimmers to power spanners, and it operates specifically in the innovation sector. It uses in-store videos that act as demonstrations of the products at the point-of-sale.

Out-Think’s brief to examine the brand architecture is both strategic and visual, says Acton. ‘The whole visual remit of JML will change following our work.’

Poulter won the £50 000 contract following a credentials pitch with an undisclosed number of groups.