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Boomtown brightens household brand, House of York

Boomtown Strategic Brand Agency has revived household and lifestyle brand, House of York, in the South African market. The bright, fresh, sophisticated new look for the brand has made the products more aesthetically appealing to the new target market.

Background:

House of York is the leading manufacturer and Marketer of wooden household products in South Africa. It was established in 1981 and was acquired by Eveready (PTY) Ltd in 2008.

Challenge:

Having been acquired by Eveready (PTY) Ltd it was decided that House of York would venture into new markets targeting new demographics. The target, identified by Boomtown Strategic Brand Agency, was to depict the company’s position as a brand that understands the dynamic urban lifestyle while still carrying its heritage.

Strategy:

Boomtown had to create a contemporary, lifestyle orientated brand within the household products industry. Boomtown focused on revolutionising the corporate identity of House of York, while retaining familiar elements of the previous design to depict a brand that is innovative and aesthetically appealing to entice the new market.

Result:

A complete brand revival including marketing material and packaging which introduces the House of York brand to the consumers by being true to their dynamic lifestyle


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