Entries in Smyths (6)


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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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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An Overview Of Our Work For Smyths

We enhanced and modernised Smyths visual identity while retaining the iconic aspects of this well-known and well-loved Irish brand.

Our brand identity work has supported Smyths activities in the Irish market and their expansion into the UK market.

We have worked with Smyths since 2005. In that time our work has spanned a broad range of activites from brand research, consumer research and brand identity design, through to literature design, exterior and in-store signage design and point-of-sale design.

Our comprehensive research and in-depth communications audit helped the company to clarify and update their brand strategy. Following that, our work on their brand identity brought the visual expression of their brand up to par with their reputation amongst their customers. Since then, our design work has continued to improve the appearance of their retail environments.

Tony Smyth, Director says “Developing the Smyths brand identity was the best thing we ever did. The impact of BFK’s work on our business proves the value of a strong brand in growing consumer awareness and loyalty. It has given us increased confidence in entering the UK market. The in-store signage has saved us a great deal of money, with a 50% reduction in customers seeking help finding products.”


Explore case studies of our work for Smyths.


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


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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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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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 2, 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.