ARGOS HOMEWARE OWN BRAND: BUILDING A BRAND FOR REAL WORLD HOMEMAKERS
When Argos, one of the largest British high street retailers, prioritised growing its own-brand homeware range in 2013, they chose ?What If! as their Innovation Partner. What we learned is that the deepest emotion of home is in the lovely chaos of everyday life, spent with people we love. For the final recommendation we presented Argos with some highly visual boards, communicating the key messages and linking it back to the final recommendation document. The tone of voice was aspirational yet warm, friendly and practical.