Klick spots a Foto opportunity

KLICK PHOTOPOINT, the UK’s biggest standalone high street photo processing chain, is about to rebrand 90 outlets of Foto Processing, a Leeds chain it acquired last year, with an upgraded identity system.

Glasgow group Pointsize has designed the new identity, while Haley Sharpe Associates in Leicester is creating interiors. The format will roll out in all 500 Klick stores, some of which share space with dry-cleaning sister company William Munro.

Klick, a family-run Glasgow firm, recognised that its brand was not being exploited and brought in Adrian Searle as brand manager to handle a total overhaul. “The marketing material was based on a discount proposition. The shops were dominated by visual anarchy. They were trying to cram in as many messages as possible and there was no hierarchy or consistency,” says Searle.

The rebranding stretches from signage and point-of-sale material to photo wallets. Searle has introduced the strapline Because Your Photos Matter, to reflect the chain’s careful handling of customers’ film. Klick is projected to have a turnover in the region of 65m this year.