The much-loved Stellar brand from Horwood is to roll out a new visual DNA across packaging, advertising and point of sale. Stellar’s new look will appeal to “today’s consumers who look for aspirational, stylish products with outstanding performance,” says Horwood’s head of marketing Richard Sharp.
Explaining the rationale behind the changes, Richard states: “We believe there is a great opportunity for a brand such as Stellar to speak more clearly to its existing audience, but also, most importantly, widen its reach and credentials for reliability and performance to bring some new energy to the customer proposition.”
Richard continues: “It’s really crucial for brands to keep pace with consumer expectations. When we reviewed Stellar it was clear that we needed to do some work to give it a consistent identity across all touchpoints.” He adds: “We’re confident that, as the results of this work start to roll out, retailers will see the benefit with increased brand awareness from shoppers, more impactful and attractive packaging plus more effective seasonal campaigns in store.”
With some “great NPD in the pipeline,” Richard confirms that Stellar is “investing more heavily in promotional and marketing activity and the design of our website – all of which will help to drive consumer demand for our products.’
He concludes: “We’re really looking forward to delivering a great brand experience for Stellar throughout 2022.”
Top: New product imagery for Stellar.
