Barton’s Home
Improvement
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Client Category
Retail

Project Type
Brand Development

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Research indicated that consumers were confused about two existing brands, Bargain Outlet and Surplus Warehouse. Both brands essentially offered the same experience but customers viewed them very differently. This finding became the foundation for change that collapsed the brands into one within the E.C. Barton family to better reflect the product offering and experience of the store. A new brand positioning, based on marrying low price with high style, spawned a visual style that gave the brand a modern look without looking too trendy. It created a foundation that will allow the integration of color, design and photography style trends to be added without changing the entire visual system.
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