Heritage Bathrooms built a successful business and reputation on their traditional sanitaryware and brassware range. Selling through independent showrooms, online retailers, and the multiples, they were so successful that Bristan (part of Masco) bought them. But it was clear that pressures from similar competitors were increasing. Many offered strong furniture ranges, which better placed them to deal with shifting consumer tastes. Traditional products account for a significantly smaller percentage of sales than contemporary ones, and Heritage also needed to expand its range aggressively into new styles and furniture.
With a brand name rooted in a traditional-looking product, they were in danger of diluting the brand or confusing people. Heritage needed an overhaul to change customer perceptions. Plus, in a large group like Bristan, every brand needs a clear place in the portfolio.
Our extensive discovery process involved national showroom visits, interviews with category experts and consumer research. We identified an opportunity to expand into transitional styles involving a mix of old and new. Creating a more adventurous product mix was exciting, but with consumers already daunted by the practical challenges, this needed to avoid creating confusion.
Design with Heritage
There’s no line drawn in the sand between old and new. Heritage is not history; it is not an enquiry into the past but a celebration of it. This felt less rigid and more encompassing. Our position Design with Heritage captured this. Plus, it was an invitation to consult with Heritage and their network of showroom partners, all with a wealth of knowledge and advice.
Our position framed the brand in an inspirational and practical way. We brought in an interior design journalist to assist with designing hero looks.
We selected a secondary typeface to complement the existing logoface, which remained unchanged
Developing photography direction
Developing brand look and feel
The looks we created using Heritage products were informed by the latest consumer and design trends. We designed and built room sets, then produced a bank of photography, video assets, and editorial content, culminating in the Design with Heritage magalogue—part magazine, part catalogue.
We reviewed the UX and UI of the Heritage website, before overhauling it with the new branding, imagery and editorial content.
The new brand launched to the trade, supported by materials we designed to help trade partners bring the looks and brand to life in their showrooms.
“We are absolutely delighted with the new position for Heritage. The creative work is just beautiful and has created a huge sense of pride in the offer across the organisation. We’ve seen a lot of showroom displays directly recreating the ‘looks’. The feedback from the market has been incredibly positive and the relaunch is being held up as setting a new standard.”
(Jen Cassidy, Chief Marketing Officer, Bristan)