During our brand development phase for the Squire brand, we discovered that not all consumers needed a strong, expensive lock. They simply wanted a lock to deter the opportunists whether it be for their gym locker or suitcase for example.

As Squire moved towards a more premium positioning and with this other consumer in mind, we created the ‘Defender’ brand offering affordable security, with further reassurance created by using the Squire brand equity as a subtle endorser.

Some of our happy clients

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