A proudly British company, Henry Squire & Sons have been lockmakers since 1780. Family owned for eight generations, product and function have always been key.
Alongside their CEO John Squire, we thought we could help unlock a deeper emotional role for their products and put the brand and its heritage centre stage. We wanted to take them above the purely functional; make it easier for the consumer to select the right product for them and create deeper connections that would establish advocates, push the brand to the next stage of its development and become a true innovator.
We needed to get under the bonnet of the business, so we spoke to key internal stakeholders, talked to leading buyers, visited retailers and conducted a full competitive audit. These insights were then developed into initial territories, to match our potential segmentation of both the padlock & bike lock market.
We then recruited creative consumers to co-create along side us and Squire, helping build and validate the concepts. To help get buy in for what would be a radical change of direction, we also invited key stakeholders to not just witness, but participate in the group sessions.
Following further development & consumer validation, we defined ‘Mojo Connect’ – an important piece of marketing collateral, which helps shape the new brand – its role, philosophy, personality, discriminator, functional & emotional benefits and target audience segments.
We then created a new brand identity, full segmentation, packaging, colour-ways, typography, tone-of-voice, photographic and illustrative styles – in addition to a full set of guidelines for agency partners.
Our new brand positioning scored highly with consumers and the trade. Shelf standout will be excellent and will certainly break category paradigms! Squire is all set to redefine the market and unleash its full potential globally.