Having become no.2 in the floorcare category Vax recognised that the brand lacked a consistently managed, recognisable image. They had gained their position through an appeal to consumers on the basis of no nonsense value.
IE Brand repositioned the Vax brand, retaining the value aspect and complementing it with additional values such as expertise, technical innovation and care. We commissioned lifestyle photography and created a new set of brand guidelines to police and protect the new brand. We also revamped their packaging, catalogue layouts for Argos and Next, and designed and built new ecommerce websites – both B2C and B2B, in multiple languages.
Online sales more than tripled and Vax overtook Dyson in terms of unit sales and became the number 1 UK floorcare specialist.
Congratulations on winning the pitch. It was a pleasure to see design with such clear strategic thinking. IE Brand was by far the best. I look forward to working with you in the near future.Naomi Brennan
Marketing Communications Manager, VAX