Entries in Smyths (6)

Tuesday
Aug072012

Smyths: Brand Integration Programme 

Since the introduction of the current Smyths brand identity in 2006 its application has expanded into many new formats and markets as the business has grown. An updated visual framework was required for consistent branding across customer touch points.

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Monday
Mar292010

Smyths: Gift Card

The new Smyths gift card has just arrived in-store. We have created one new single card design which will be used for all of Smyths departments: baby, gaming and toys.

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Friday
Jan012010

An Overview Of Our Work For Smyths

“Developing the Smyths brand identity was the best thing we ever did. We have seen the impact of BFK’s work on our business and the value of a strong brand on growing consumer awareness and loyalty. It has also gave us increased confidence in entering the UK market—our brand identity stands up to any of our competitors there.

The in-store signage has also been of great value. Our staff told us that there was an immediate 50% reduction in customers seeking help in finding specific products! This has saved us a great deal of money.”

Tony Smyth, Director, Smyths

We have worked with Smyths, the leading Irish toy retailer, since 2005 when we were appointed to conduct a full brand communications audit.

Our audit included a review of Smyths’ customer experience and a visual critique of their print, in-store and online communications. This also involved nationwide focus groups with parents and children, exit surveys with customers and key interviews with industry influences to gain an insight into the perception of Smyths. We visited Smyths and competitor stores, and carried out a visual audit of all marketing collateral to assess the alignment of Smyths brand communications with the actual experience in-store.

As a result of recommendations from the brand audit, we were retained to develop Smyths’ communications. In 2006 we evolved the Smyths brand mark into a more playful expression of the brand.

We then advised on the complete in-store communications roll-out for all Smyths’ Irish stores. Internal signage for toy categories did not exist in stores and customer queries took up a lot of staff’s time. We designed a signage system that included primary category signs, a store directory and product feature notices.

As Smyths began to enter the UK market and open more stores, the diversity of their store front formats became a challenge. We consulted with their team and assessed the large number of retail parks where Smyths stores were located. We created a toolkit which enabled each store front to be branded according to its format, yet having a consistent appearance for all of the stores.

We created a new product notice and pricing system. The existing POS items were produced externally, this was no longer an efficient or accurate process. We collaborated with the Smyths marketing, product and IT teams. Together, we designed an automated system that enabled each store to generate POS items from the Smyths product and pricing database.

All of this branding work strengthened the Smyths’ brand. Establishing the foundations for years of international growth.

 

Explore case studies of our work for Smyths.

 

Contact martin@bfk.ie +353 1 671 8844 for more information

Monday
Jul142008

Smyths Brand Mark In European Design Annual

The BFK-designed Smyths brand mark has been chosen for publication in the European Logo Design Annual (EULDA) 2007. The EULDA is the high-profile graphic design award scheme that rewards the best logos and trademarks designed in Europe each year. The winners are selected by an international three-tier jury consisting of ten top design professionals, ten marketing managers from major international clients and ten members of the public.

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Tuesday
Jun062006

Smyths: Brand Identity

We were appointed to conduct a full brand communications audit for Smyths, the leading Irish toy retailer. This included a review of Smyths customer experience and a visual critique of their print, in-store and on-line communications. This also involved nationwide focus groups with parents and children, exit surveys with customers and key interviews with industry influences to gain an insight into the perception of Smyths.

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Sunday
Mar192006

Smyths: Research and Brand Strategy

This research and brand development strategy project for Smyths Toy was prompted by the need to evolve this existing brand to protect its competitive positioning in an increasingly saturated toy and game market. Our extensive combination of internal and industry expert interviews, focus groups with parents, in-store visits with children, a communications review and store audits culminated in recommendations for brand development initiatives that were based on unique consumer and industry insight.

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BFK 10 Westland Square, Pearse Street, Dublin D02 CX36, Ireland | Phone +353 1 671 8844 | info@bfk.ie
Copyright 2015. All rights reserved.
BFK Brand Ltd trading as BFK. Registered in the Republic of Ireland. Registered Number 245782.
Registered office: 10 Westland Square, Pearse Street, Dublin 2, Ireland. Directors MG Crotty, SG Saar.