The company began a review of its position and its offer to retailers and consumers at the end of 2014. Since then, Town & Country has conducted customer focus groups, consumer research and trends forecasting sessions, including seeking feedback from key buyers and major retailers, in order to understand the market and identify key areas for development.
A focus was placed on updating packaging, POS and display, with a general feeling that more innovation was needed to bring a fresh new look and excitement to the brand, Town & Country says. A new brand logo and proposition was developed, aimed at people who ‘love life outdoors’.
The official unveiling of the new brand identity will take place on Town & Country’s stand at Glee – 18M10. The evolution of the brand includes a refreshed corporate logo, and a strong visual identity which is in evidence in the new concepts for products, packaging, POS and merchandising displays.
Chairman Barry Page commented: “It’s been an exciting 12 month project and we’re delighted with the results. We’ve worked with a vibrant branding agency and have involved retailers and consumers alongside our own highly experienced sales and marketing teams to ensure a winning outcome that will produce tangible results. We have already had some extremely positive and encouraging feedback following some initial presentations to customers.”