Acoustic Solutions repositioning

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Acoustic Solutions brand evolution, brand guidelines, packaging and catalogue design for Argos.


The Hainsworth new brand & extended product range delivered a 380% increase in revenue versus the same period the previous year.

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Despite being an established brand within the music category for hi-fi and instruments, Acoustic Solutions was inconsistently delivered across, and sometimes within, categories. The packaging was looking dated and uninspiring mainly due to brand erosion through poor brand management prior to purchase by Argos.

By analysing the current market and auditing the existing brand’s assets against its more aspirational competitors, we were able to create a new identity that was more appropriate, contemporary and on brand with the original brand proposition.

A simple, clean execution utilising bold, vibrant colours meant the brand would be able to hold its own against competitors within its price point. We were able to apply the identity consistently across the entire product range and developed a brand toolkit detailing the new colour palette, font family, photography style, packaging and catalogue guidelines.

The brand image is now consistently implemented across all sales channels and delivers a more compelling and attractive proposition for customers.  

The new brand and extended product range was launched in February 2012 and up to the end of October 2012 had delivered a 380% increase in revenue versus the same period in 2011. 

Approximately 25-30% of this can be attributed to the repositioning, benchmarked against uplift in sales on the original product range since introduction. Acoustic Solutions has since evolved from a line up of 17 base products to an exciting range of 34 stylish audio devices in bold colours covering docking stations and speakers, DAB radios and Hi-Fi and flat micro systems.



30% of sales uplift attributed to the rebrand and existing product lines.

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Rebrand gave Acoustic Solutions confidence to double product range from 17 to 34 lines. 

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