Background
Sharps Bedrooms wanted to evolve their brand to strengthen their identity and become more relevant to their consumers.

Objective
To amplify the feminine qualities of the brand without losing the crucial positive customer associations, brand equity and recognition.

Insight
Women are the main decision maker when it comes to buying for the home; they instinctively want to know that they are going to be able to create a beautiful bedroom to store all their lovely stuff.

Strategy
Evolve the brand identity to make it a softer, friendlier and more intuitively feminine.

Creative Direction
The existing logo type was softened and rounded by introducing a new typeface, Birmingham. The new font is strong, clear and instantly makes the word Sharps friendlier.

A new shape was created to hold the logo, giving it more presence and stature than previously. The shape could be leveraged throughout the design and communication materials, which continues to build on the strength of the brand.

A new colour was introduced to the existing colour palette, a bright fresh green, familiar yet right for the brand. This green also helps to add another layer of femininity to the existing black and white palette.

Photography used for the brand continues to amplify the key messages of space, storage, service and style, putting the woman at the heart of the brand.