Member Article

Leeds brand design agency Elmwood completes Argos toys project

Leeds brand design consultancy Elmwood has completed its first project with multi channel retailer Argos to create a new identity for its exclusive range of toys, Chad Valley.

Chad Valley is an established toy brand with over 150 years of history. The challenge given to Elmwood was to bring the brand identity up to date.

Elmwood was tasked to deliver brand consistency across multi channels, including product packaging, catalogue pages and a dedicated Chad Valley webshop within the Argos website.

Steven Shaw, design director at Elmwood, said: “It was great to immerse ourselves in the ‘Valley of Imagination’ and to view the world as a child again.

“We wanted to create packaging that could live on after purchase. The child can use the wraparound landscape on the box as a diorama for the toys to play in.”

Rebecca Hanson, account director at Elmwood, said: “Working on the Chad Valley rebrand gave us a huge opportunity to deliver a truly joined up brand proposition, executed effectively across all platforms.”

Rob Quartermain, Argos Senior brand manager said: “Elmwood has successfully responded to an extremely challenging brief, to deliver an exciting new identity for Chad Valley which will act as catalyst for the brand’s activity in the years to come.

“Elmwood has given us the best possible chance to elevate Chad Valley, continuing the brand’s long-held status as one of the UK’s most loved toy brands.”

Charlotte Dewhurst, marketing controller, own brands at Argos said: “Elmwood’s strategic approach, detailed planning and personable style has made delivering this huge project at pace enjoyable.

“The unique new packaging, catalogue execution and webshop speak for themselves, but our customers have confirmed that they drive reappraisal of the brand. A positive first and exciting step towards the relaunch of Chad Valley.”

This was posted in Bdaily's Members' News section by Clare Burnett .