The Works
Background
Tribera was selected as the strategic brand partner for The Works. The relationship began with a comprehensive customer insight project to identify and address negative perceptions impacting brand reputation and customer behaviour. With this understanding, we delved deep into re-imagining The Works from an internal perspective, ensuring it resonated with customers. Tribera’s IGNITE process guided The Works through a 12-month brand evolution, culminating in a redefined brand purpose, strategic repositioning and enhanced omni-channel shopping experience.
Client Challenge
The Works was perceived as chaotic, random and lacking a clear brand identity. The internal belief that “quirkiness” was the brand’s magic was not resonating with customers.
There was confusion about the store’s offering, with no clear shopper journey, inconsistent messaging and a “bargain basement” perception. The brand underperformed against competitors due to this confusion and lack of a cohesive identity.
Our Solution
Tribera conducted a full brand repositioning. This included:
✓ Customer insight research to understand barriers and perceptions
✓ Redefining The Works’ brand purpose and positioning “value” beyond just price
✓ Creating a fresh visual identity and comprehensive brand guidelines
✓ Developing a clear in-store identity, shopper navigation and POS hierarchy
✓ Segmenting the offer into four clear categories: Books, Toys & Games, Craft and Stationery
✓ Launching a new brand world with a playful, confident and down-to-earth tone of voice
✓
Rolling out the new brand across all touchpoints, culminating in a December 2022 launch and 2023 rollout
The Results
✓A new and exciting direction for The Works with a clear brand purpose
✓A brand position that redefines “value” and resonates with customers
✓A fresh visual and in-store identity, with improved shopper navigation
✓Comprehensive brand guidelines for consistency
✓Brand tracking research showed growth in mental availability across all key categories, with increases ranging from 11% to 26%
✓The Works is now positioned as a destination brand with a clear offer, resulting in improved customer perception and internal adoption of the new brand platform
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