Reach Brands revamps Wickes own-label packaging

Reach Brands is redesigning packaging for DIY retailer Wickes’ range of 6000 own-label products, starting with paint, which goes on shelf this week.

The Travis Perkins-owned retailer appointed Reach in early 2008. The consultancy says it was briefed to ‘develop a visual strategy that creates good-quality perceptions and makes ranges simple to shop’.

Besides new paint packaging, Reach has also created a shop-in-shop fixture for the category. The entrance to the fixture was inspired by the arches in London’s Carnaby Street, according to the consultancy.

During the research stage of the project, Reach worked with professional and amateur decorators, responding to the findings by producing ‘more refined’ packaging. It discovering that Wickes’ paint consumers are ‘far more design-literate and savvy than expected’.

Latest articles

Design Bridge acquired by WPP

The sale of the independent brand consultancy will see it retain its creative independence and management, while it has also revealed plans to expand to Shanghai.

Design Manchester 2017 announces line-up

The annual design festival is back for its fifth edition this October, and will feature Pentagram partner Naresh Ramchandani, Buzzcocks’ record sleeve designer Malcolm Garrett and an exhibition on Lucienne