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Wilko starts revamp of own label range with Free The Birds

High street retail chain Wilko has begun a revamp of its own label products, working with creative agency Free The Birds.

Beginning with its heritage paint and pet ranges, the brand refresh is part of a three-year partnership that will see Free The Birds’ designs rolled out across the company’s entire portfolio.

According to the agency, the new packaging design sees the brand architecture shift to a consistent and easier navigation system with Wilko’s logo at the top, followed by the product name below. Other elements of the design include the introduction of clear iconography on the front-of-pack, as well as navigation bars at the bottom to aid simplicity and browsing on the physical and digital shelf.

Nick Vaus, partner and creative director at Free The Birds said: “With a portfolio of this size, we had to create a consistent brand thread across varying labels that is delivered simply and effectively. We developed three overarching design structures ‘Core’, ‘Core Light’ and ‘Core Plus’ to help customers distinguish the different ranges. For the Paint and Pet labels, we introduced a coherent colour scheme and photography to offer a level of intimacy with consumers, making wilko feel both engaging and ownable in a crowded category.”