New brand vision for Town & Country

Following almost a year of development work leading garden wear supplier Town & Country, is ready to take the wraps off a fresh new vision for the brand.

Against the backdrop of an increasingly challenging and a more competitive retail environment, the company began a strategic review of its position and its offer to retailers and consumers at end of 2014. Customer insight research was conducted to elicit detailed and confidential feedback from major retailers to help build a new product and brand strategy for the business. In addition, feedback was invited from all group members and key buyers. The objective was to understand the market development, listen to customers and quickly react to their valuable feedback.

Key areas that were identified for development were packaging, POS and display, with a general feeling that more innovation was needed to bring a fresh new look and excitement to the brand.

Through a structured pitch process, Town & Country selected a top class strategic agency partner who have also developed brand and communications for a wide range of successful and high profile consumer brands including Sony, Paul Smith and the BBC.

Consumer research provided valuable insight into the buying habits and decision-making process of shoppers purchasing gardening gloves, while work with a leading patterns and trends forecaster, helped shape the eye-catching new designs which are being showcased across the product range offer.