B&Q is known in the UK for great value and performance. The world’s second largest DIY specialist recognised that its higher range kitchen sales would improve if they were sold under a new brand name.
B&Q asked 20|20 to develop and test a viable customer proposition. Following a rigorous innovation process, we developed the name, identity, service proposition and POS strategy. We tested a range of names. Cooke & Lewis emerged the clear winner; its name communicates both style and quality. The identity’s solid grey and stylish green linked by the ampersand tells a powerful story of two dynamic personalities, a passionate designer and a thoughtful craftsman.
Launched into the deepest recession, B&Q saw their market share in kitchens rise significantly and 20|20 won a DBA gold award for design effectiveness.
