New retail concept for Johnsons

The Market Creative has developed a new brand identity and retail experience for Johnsons’ domestic laundry services, which is being trialled in 44 stores across the UK.

Time is precious to Johnsons’ customers and therefore the shopper marketing specialist has devised a concept that highlights the hours saved and free time available by letting someone else take responsibility for everyday washing and ironing.

Rebranded as ‘Drop & Go’, capturing the speed, simplicity and liberating factor of using Johnson’s laundry services, the new logo uses arrows to reflect swiftness. A vibrant colour palette grabs shoppers’ attention, ensuring standout on the high street.

The new look will feature in stores as well as across leaflets, point-of-sale and promotional material. A specialist Drop & Go area in-store has been created and Johnsons’ Laundry Squad, inspired by the expertise of staff and their passion for laundry, will be on hand to support customers in their race against time.

Sue Benson, managing director at The Market Creative explains: ‘We began by doing what we enjoy most – we visited stores to watch and talk to customers and staff, leading us to a concept that captured the spirit and innovation required to change shopper behaviour and entice more people to use Johnsons’ laundry services.

‘By exploring all of a shopper’s touch points, we have created a retail experience for Drop & Go with multiple levels. There are two core strands of communication; one illustrates the Laundry Squad and features colleagues, and the other shows people who spend time doing something other than the washing and ironing.

‘The solution delivers brand value and engages shoppers at each point of their journey with the laundry expert.’

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