House of Fraser brands goods

Armadillo Associates is to design an own-brand label and packaging for homeware products sold in House of Fraser stores, including DH Evans, Army & Navy, Rackhams and Binns.

The Bath consultancy won a four-way unpaid creative pitch for the work, which may be House of Fraser’s first venture into differentiating any of its products.

Own-brand homeware products are already sold alongside brand names, but the consumer “wouldn’t know what’s what”, according to Armadillo account director Caroline Hagen.

“Some products are vaguely branded House of Fraser, but it’s very confusing,” says Hagen. Armadillo is creating a label device to attach to unpackaged goods such as wooden spoons and glasses, and packaging for boxed goods. “We want to position House of Fraser’s homeware products above Marks & Spencer or BHS,” adds Hagen.

The designs will be introduced early in 1996.