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Price Attack 2010 REBRAND 100 Winners > notable
Industry: Retails Stores, Personal Care Products
Enterprise Rebrand
Country Base: Australia
Below: Before Images, Rebrand Images, Summary, Credits



Price Attack


Summary:

Industry Setting - Price Attack retails a large range of hair care and styling products. The brands stocked are usually only available from hairdressing salons, but Price Attack aims to offer all the top brands at the most competitive prices direct to the public. Although it is focused on retailing hair care and styling products, Price Attack also offers a good value hair cutting service.

Challenge - Price Attack has, for many years, enjoyed high customer loyalty, but it was struggling to attract new customers to the brand, which was impacting sales and company growth.

The branding was old and outdated, with too masculine a feel. It didn’t connect with the target audience or market segment. The brand and store environment needed to reflect positioning as a place.

Strategy - To re-engage with 18-26 year old females by:
- Evolving the brand identity away from a very masculine, cheap, old-fashioned look and feel to a more feminine, stylish, sassy look and feel

- A key design element is the quotation marks which links the company’s core branding to the notion of conversations… (picking up on a key insight that 18-26 year old women are highly active communicators and that Price Attack was a brand that was looking to engage).

- Enhancing the store experience so that it projects a more relevant attitude to passing traffic and then aids the purchase process with improved store navigation and in-store communication

Result - The brand identity and new store environment was trialled in a pilot store, which saw a sales increase of 43% in the first week and then sustained sales growth 32% up during the same time period from the previous year. Price Attack is now rolling out the new brand identity and store environment as quickly as they can.


Credits:

Client: Price Attack - www.priceattack.com.au

Brand Strategists/Designers: Ideaworks - www.ideaworks.com.au
Creative Director: Glen Barry
Lead Designer: Steve Arnold
Illustrator: Steve Arnold
Typography: Steven Arnold
Project Manager: Monika Vidovic
Account Manager/Environmental Designer: Meal Spears


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Client: Price Attack – www.priceattack.com.au Brand Strategists/Designers: Ideaworks - www.ideaworks.com.au Creative Director: Glen Barry Lead Designer: Steven Arnold Typography: Steven Arnold Project Manager: Monika Vidovic Environmental Designer: Mel Spears

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