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WPA Pinfold Ltd

Case Studies

Croots Rebrand

Client

Croots England

Project Launch Date

March 2010

DBA Design Effectiveness Award Winner

Design Disciplines

  • Branding
  • Digital
  • Exhibitions
  • Graphic
  • Packaging

Industry Sector

  • Retail

Summary

The brief was to rebrand AC supplies and reposition the company to successfully compete in the country sports and luxury goods market. The brand needed to build on its reputation for quality, craftsmanship and English heritage and establish a communications strategy that would support growth over the forthcoming years. We renamed and rebranded AC supplies to become Croots England and built equity around its brand essence of authentic English craftsmanship. We also developed branding across their exclusive range of leather field sports accessories.

Problem

As a trade supplier, the AC brand had no real equity beyond its core supply base, unlike some of its competitors who are established brands in their own right (e.g. Bill Amberg). The challenge was
to create a proper brand for AC Supplies that would build on its reputation for quality, craftsmanship and English heritage, and extend its reach to the consumer market.

Approach

The design was inspired by the marquetry on shotgun barrels - leather gun bags and shooting accessories are Croots signature products. The launch of the new Croots brand was supported by a distinctive new product brochure, website (www.crootsengland.co.uk) for both consumers and trade, branded products and additional point of sale.

WPA Pinfold integrated the design across all media and the brand is also embossed into the leather bags, to give a lasting presence.
The Exhibition stand build involved Croots manufacturing panels using their own facilities and materials, these panels also act as giant swatches for their leather and canvas finishes.

Result

The investment has paid dividends with unprecedented positive feedback from customers, and a brand that has added significant value and positioned Croots as market leader in the country sports accessories market – with an international reputation that is second to none.

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Ecowellness rebrand

Client

Hi Mark International

Project Launch Date

August 2016

Design Disciplines

  • Branding
  • Graphic
  • Packaging

Industry Sector

  • Health

Summary

The global wellness sector is a trillion dollar market and has an annual growth of over 7%. Hi-Mark is one of the leading suppliers of fitness products, a key part of this sector.

Our brief was to position Ecowellness as a leading eco-friendly brand that complements today’s home lifestyle. We worked closely with the client’s in-house product designers to harmonise the brand look and feel, creating a clean, fresh and stylish range of products that harmonise with the contemporary home environment.

Problem

Ecowellness was created to differentiate the product range from the mainstream and appeal to the lifestyle and health conscious market. The products are manufactured to exceptionally high quality standards, using the best grade, environmental/non toxic materials and finishes. However, the the branding, product colourways and packaging design did not engage the consumer or add value. Our brief was to rebrand Ecowellness (both the products, the packaging and communications) and relaunch the range.

Approach

The packaging is designed to highlight the functionality of the products and to create a sense of accessibility for the home user. We created the clean and fresh look, environmental messaging, ‘Live Better’ tagline and special photographic effects to deliver a totally unique positioning in the market.

Result

Following the rebrand, there has been a huge increase in sales and new global accounts have been won.

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Excellent Development Rebrand

Client

Excellent

Project Launch Date

March 2011

DBA Design Effectiveness Award Winner

Design Disciplines

  • Branding
  • Digital
  • Graphic

Industry Sector

  • Not for Profit / Charity

Summary

Excellent is a small charity offering a unique service to rural communities in semi-arid areas of Africa.

Excellent Development had reached the point where it needed to make fundamental changes to the organisation’s way of communicating, if it was to achieve its future strategy of extending its reach. In essence, its current brand was neither fit for purpose, nor capitalising on its unique offer.

Problem

The challenge for Excellent was to grow their market (both communities in need and donors) and achieve economies of scale - and survive through recessionary times where charity income streams are under threat.

The recession and subsequent reduction in giving to charities created an intensely competitive environment where charities had to significantly up their game in order to maintain their revenues.

Approach

WPA Pinfold re-launched Excellent, shortening the name, and positioning it for future growth – ensuring the brand identity was properly aligned to its brand positioning statement and that it was fit for market. The new mark represents water and food in harmony. A simple execution allows the logo to be reproduced on merchandise with bold and clear results.

Result

Income growth since launch is over 11%, against a backdrop of continuing decline in charitable giving.

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Hitachi Vision Hub

Client

Hitachi Group

Project Launch Date

March 2014

Design Disciplines

  • Digital

Industry Sector

  • Automotive
  • Engineering
  • Industrials
  • Transport

Summary

WPA Pinfold were briefed to take the contents of Hitachi’s Vision book and re-package the material into an interactive format for use on tablets and other mobile devices.

Problem

The original online version of Hitachi’s brand vision and values were launched globally by Hitachi in 2013, however it failed to gain traction with employees – there was a mere average of 668 total visits per month from 330,000 employees.

Approach

We designed and developed a web app using standards-based technology. The core feature of the app was a 360º interactive hub (a metaphor for Hitachi’s all-round vision) feeding into satellite sub-modules covering related activities.

The core hub featured a combination of motion graphics, video and interactive elements within a unique user interface to deliver an organic, immersive and engaging experience.

Navigation through the app is via iconic pictograms – relevant and easy-to-use whatever an employee’s native language – that provide an elegance and smoothness of use.

Result

The take up of the new Hitachi brand hub was exceptional. In the first month following a soft launch, the hub registered 11,578 visitors - an increase of +1,733%. In the subsequent six months since launch, users were up to 31,543 (5,257 users per month) - which equates to a 787% increase.

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