A key factor in the development of the Super Retail strategy was the evolution of Argos’ portfolio of own-brands. We worked on dozens of projects to bring the Argos personality and ‘can do’ attitude into the vast number of products sold from its catalogues, online and in-store.

We developed identities, visual languages and packaging designs for three core product categories – a premium ‘Collection’ range; a ‘Home’ mid-range; and a basic value offering, repositioned as ‘Simple Value’.

Featuring over 140 lines, starting from just 99p, Simple Value is a range of everyday essential products for the home – from bathroom essentials to DIY tools to luggage – all of which are available to buy online and be collected from over 800 points across the UK. Shifting the meaning from ‘basic’ to ‘simple with a twist’, we made the product descriptors the twist. The copy, with a touch of humour, elevates the conversation, sense of empathy and customer engagement.

We then translated the Argos masterbrand into a range of own specialist brands, including Opti for fitness and sport equipment; Guild for a collection of power tools; and Heart of House and Hygena for two furniture and home furnishings brands.