For over 160 years, Edmund Bell has been a leading and trusted supplier to the global soft furnishings market and experts in flame retardant fabrics.
They approached WilsonCooke with a simple task: to create a new binder that will hold together their product ranges. Before getting stuck into the work, the team at WilsonCooke took a step back and challenged this, but why was the brief challenged?
There were a number of questions that needed answering about exactly who the Edmund Bell customer is, their needs and what it is they’ve come to expect from Edmund Bell.
First and foremost, we needed to find out whether customers understood who Edmund Bell is, what they do and what it is that they are selling, along with how customers currently navigate around the product offering.
We took everything back to basics, started with the brand positioning and then created a new visual identity. The journey that we went on with Edmund Bell took us through to the creation of a completely new brand image and logo.
Next, we decided to explore the whole customer journey, which started with us contacting customers and asking them how they currently select products and their views on how they would expect to navigate through the Edmund Bell product selection.
The end result was a complete restructuring of the entire product range which has helped to completely enhance the customer experience and journey.
"The response from internal stakeholders, workforce and our wider industry to our new brand has been fantastic."
"It was interesting to see how a brief for an executional requirement led to a much broader strategic brand recommendation from WilsonCooke which has now been rolled out across the whole of the Edmund Bell business. The response from internal stakeholders, workforce and our wider industry to our new brand has been fantastic."
