Argos jewellery shines on with Taxi Studio

Taxi Studio has completed a design project for Argos to advise staff on how best to sell jewellery, as the retailer prepares to launch a revised fashion collection in July. The Core has developed brand names for the range.

Appointed to the jewellery project in April, Taxi was tasked with creating an ‘inspiring and fun’ training pack, to teach staff how to create a positive experience for the customer.

‘Shopping for jewellery is more emotive; customers try on products and often look to staff for advice,’ says Sunita Yeomans, creative controller in the publications and new media department at Argos. ‘We needed something inspiring and fun. The difference is in the design and tone of voice.

‘It’s less corporate and therefore much more accessible. It’s designed to be visually appealing.’

Argos has also redesigned elements of its jewellery counters, including point-of-sale and product displays, which it is currently trialling in 25 stores.

The work will be rolled out later this year if the trial is successful.

The projects form part of a long-term strategy to raise the profile of design across Argos’ business and multi-channel offering, which includes catalogues, stores and its website,

Argos is also currently working with Unreal and Fraserdesign.

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