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The re branding of Tu (Sainsbury’s)

Working with Sainsbury’s London office for over 12 months, we helped them achieve record growth in their non food sector, from research and customer perception, through strategy, naming, customer journey, identity creation, implementation, and creating guidelines as well as packaging, labelling, photography and comms language (above & below the line). Additionally, we have helped them build an endorsement strategy and consultancy for celebrity endorsement and campaign structure for both primary and secondary level endorsement.

A re brand by Garden – one of London’s strategic branding agencies.

Working with Sainsbury’s for over 12 months, we have helped them achieve record growth in their non food sector, from research and customer perception, through strategy, naming, customer brand journey, creation, implementation, and creating guidelines for the brand as well as packaging and labelling and photography and comms language (above & below the line).

The rebrand of Sainsbury’s Tu was launched on the 18th June 2013. From research analysis, strategy, identity creation, guidelines and implementation we played the lead and core agency role.

Working in close cooperation with Sainsbury’s non-food team we helped understand the demographic and position the Tu brand in line with consumer expectations.

An important aspect of this project was to ensure the solution was carefully aligned to both the customer experience and the Sainsbury’s supermarket offer.
It was important that the brand was not seen simply as a side-line to the primary grocery offer but as a credible fashion offer in its own right. We developed the tagline “live your style” to be closely reflective of this strategy and Sainsbury’s ‘Live well for less’ proposition.

Additionally, we have helped them build a brand endorsement strategy and consultancy for celebrity endorsement and campaign structure for both primary and secondary level endorsement.

We provided:
Audit
Demographic definition
Research analysis
Strategy
Implementation
Brand development
Packaging
Point of sale
Photography guidelines
Identity and pack guidelines
Celebrity endorsement strategy

We are a London based branding agency with experience with leading global brands spanning over 15 years, and have very deep knowledge of the retail sector, as well private label brands for supermarket chains. A branding agency of note, we pride ourselves of being one of the most knowledgable branding agencies in the world, not only having a proven pedigree, but we are the same core team that have been with us from the beginning.