Another High Street Rebrand

[all new Phil]

I like to think the people who say they miss being able to shop for Pick n' Mix the most whenever the latest high street chain goes bust are the same people who in every survey done say they want more high brow programming about culture and the arts, and less programming like Jeremy Kyle.

Of course what people say and what any of the actual figures show are very different!

Totally agree. In a previous line of work I was in, famed for selling things to eat and drink that aren’t the healthiest, people would repeatedly say in surveys they wanted healthier food options. We brought in healthier food options, and nobody bought them.

[Martin Phillp]

I like to think the people who say they miss being able to shop for Pick n' Mix the most whenever the latest high street chain goes bust are the same people who in every survey done say they want more high brow programming about culture and the arts, and less programming like Jeremy Kyle.

Of course what people say and what any of the actual figures show are very different!

Totally agree. In a previous line of work I was in, famed for selling things to eat and drink that aren’t the healthiest, people would repeatedly say in surveys they wanted healthier food options. We brought in healthier food options, and nobody bought them.

Too true. I used to love Cadbury's low sugar option Dairy Milk, but has since been discontinued due to low sales.

That's not to say that there isn't a marked for low calorie/sugar snacks. Graze, One Fibre, Eat Natural etc are just some of the brands competing for those who want treats that aren't as unhealthy.

[WillPS]

I like to think the people who say they miss being able to shop for Pick n' Mix the most whenever the latest high street chain goes bust are the same people who in every survey done say they want more high brow programming about culture and the arts, and less programming like Jeremy Kyle.

Of course what people say and what any of the actual figures show are very different!

Totally agree. In a previous line of work I was in, famed for selling things to eat and drink that aren’t the healthiest, people would repeatedly say in surveys they wanted healthier food options. We brought in healthier food options, and nobody bought them.

Too true. I used to love Cadbury's low sugar option Dairy Milk, but has since been discontinued due to low sales.

That's not to say that there isn't a marked for low calorie/sugar snacks. Graze, One Fibre, Eat Natural etc are just some of the brands competing for those who want treats that aren't as unhealthy.

Skinny Dream Rocky Road are my fave. 75 cals, and 2 bars count as a 'healthy extra B' on Slimming World.

[AxG]

With more of their big stores closing and Smiths only being interested in the small airport and train station outlets now, maybe the rebrand makes sense. They'll need the shorter name just to fit it on all those much smaller unit signs.

I don't think this is a real problem they have. The limiting factor is usually height, not width.



To add to the list of problems - I don't understand the logic in a stacked logo with a small WH and a big S if the name is just WHS now?

This popped up on my Twitter feed, that York WHSmith has reverted back from the WHS branding that they were trialling.

https://www.yorkpress.co.uk/news/241751 ... s-rebrand/?

[NiKepp]

I'm getting distinct vibes of that time eons ago where Pizza Hut rebranded a small number of their stores to Pasta Hut. Which was definitely a permanent plan and not just someone in marketing had calculated the cost of replacing a few shop signs for a few months was a much cheaper way to get lots of press attention than paying for real advert spots.

If you want to know how well that worked out to save them in the long term, then just pop down to your local Pizza Hut branch today...

[gottago]

I'm getting distinct vibes of that time eons ago where Pizza Hut rebranded a small number of their stores to Pasta Hut. Which was definitely a permanent plan and not just someone in marketing had calculated the cost of replacing a few shop signs for a few months was a much cheaper way to get lots of press attention than paying for real advert spots.

If you want to know how well that worked out to save them in the long term, then just pop down to your local Pizza Hut branch today...

My only memory of Pasta Hut was when Five News was particularly shit, for some reason they gave this rebrand (which was clearly just marketing) a full three minute news report followed by a live studio interview with their particularly lispy CEO.

[AGuyFromUpNorth]

Wasn't sure whether to post this in this thread or the supermarkets one, but I'm surprised no one has mentioned the new ASDA rebrand.

https://www.itsnicethat.com/articles/ha ... ign-160524

I quite like the choice of colours, but I'm not sure how well the new font goes with the ASDA logo - the inconsistent 'A's' are slightly bugging.

Apparently the new designs are first going to be used during their upcoming summer campaign, which will probably mean advertising and POS. I wonder how long we'll have to wait until these appear on store signage etc.

[tillyoshea]

I noted that an “Asda Supermarket” near me—the brand they used for former Netto stores which I guess are smaller than typical Asda stores—is now just an “Asda”. I’m not sure if that’s changed in all of them.

[AGuyFromUpNorth]

I noted that an “Asda Supermarket” near me—the brand they used for former Netto stores which I guess are smaller than typical Asda stores—is now just an “Asda”. I’m not sure if that’s changed in all of them.

They've been doing that for quite a few years now, since around 2016 when they were still using the Walmart-style logo. They just refer to them as 'small stores' now.

And speaking of ASDA, they've also recently changed their in-store ASDA radio. They don't play 'proper' songs anymore, just random 'license-free' style music like what Matalan, B&Q, etc. play.

[all new Phil]

Wasn't sure whether to post this in this thread or the supermarkets one, but I'm surprised no one has mentioned the new ASDA rebrand.

https://www.itsnicethat.com/articles/ha ... ign-160524

I quite like the choice of colours, but I'm not sure how well the new font goes with the ASDA logo - the inconsistent 'A's' are slightly bugging.

Apparently the new designs are first going to be used during their upcoming summer campaign, which will probably mean advertising and POS. I wonder how long we'll have to wait until these appear on store signage etc.

Baffling that they’ve presumably spent a fair amount of money updating former EG petrol stations to Asda, including internal signage in most I’ve seen, to then go and change the branding.

Looks nice - but to be honest I think they were already looking quite smart, a lot seems to have been tidied up branding-wise over the past 12 months or so.

[AGuyFromUpNorth]

Wasn't sure whether to post this in this thread or the supermarkets one, but I'm surprised no one has mentioned the new ASDA rebrand.

https://www.itsnicethat.com/articles/ha ... ign-160524

I quite like the choice of colours, but I'm not sure how well the new font goes with the ASDA logo - the inconsistent 'A's' are slightly bugging.

Apparently the new designs are first going to be used during their upcoming summer campaign, which will probably mean advertising and POS. I wonder how long we'll have to wait until these appear on store signage etc.

Baffling that they’ve presumably spent a fair amount of money updating former EG petrol stations to Asda, including internal signage in most I’ve seen, to then go and change the branding.

Looks nice - but to be honest I think they were already looking quite smart, a lot seems to have been tidied up branding-wise over the past 12 months or so.

I was just thinking about this - it seems such an odd decision. So now we are either going to see tons of stores with old branding, or they are going to pull a Morrisons and rip down all those signs after only a year or two and replace them...

It wouldn't be so bad but the old branding feels very 'formal' whereas then new branding is quite 'playful' in my opinion. The two don't really go together at all so I'd imagine a half-hearted rebrand would look really off.