A new look at an old brand
Wood Bros. manufacture furniture sold via independent and national retailers. They have been designing furniture for over 90 years and are most famous for the Tudor and Elizabethan inspired ‘Old Charm’ brand which gained popularity in the 80s. The team were looking to appeal to a new audience and asked us to develop a new brand strategy for the business, starting with a clearer brand architecture. An extensive consumer research study was commissioned by Mosaic that helped provide clarity on future product development as well as brand identity design and positioning. Our recommendation was to bring Wood Bros to the forefront of communication, replacing Old Charm which we re-positioned as a sub-brand. All sub-brands were endorsed by Wood Bros. and a new brand identity and guidelines was developed which has been fully implemented by the business.