Blinds2Go is looking to move away from the promotional and price-led approach seen in the sector.
The retailer has launched its largest consumer marketing campaign after creating a new brand identity that marks its 25th anniversary.
It has adopted the concept of ‘play with light’, which runs through the brand’s photography and content to the customer experience and product design. It spotlights the deeper benefits that blinds and curtains bring, and encourages customers to transform their homes.
‘Our new branding reflects a huge shift for Blinds2Go as we’re helping our customers curate their lifestyle. We want to help them to create spaces they want to spend time in, buying window coverings for their functional aspect and also because they shape their mood and comfort, while setting a scene through light control,’ says Gabriel Pires, Blinds2Go ceo.
The brand revamp moves away from the legacy purple and grey colour scheme, and is based on three principles: it must be bright, light at heart and warm, including a simplified single-tone logo, a softer typeface and a warmer colour palette built around earthy, neutral colours.
