Masters - Bunnings put on notice

Another design from Hulsbosch launched last week was the identity for Woolworth’s bid into the hardware industry. Previously codenamed ‘Project Oxygen’, the ‘Masters’ launch represents the look we can expect to see sooner rather than later as Woolworths aims to claim a portion of the $42bn industry.

Images from Desktopmag

The Name

The name seems fine, if a little predictable. It very clearly establishes that it’s different from Bunnings - it’s trusted, knowledgable and all together a little less bogan. Long term it should work well.

The Logo

A stylised ‘M’ is nothing revolutionary but does the job. Apparently it’s suppose to be a drill bit but I didn’t pick it until I was told. To be honest the colour palette and sensible typography matter more.

The (Proposed) Implementation 

Masters knows that it can’t ‘win’ with a Bunnings clone - it needs to bring something new. The mock up above seems to convey something altogether a little more refined. Stallings, who heads the venture, was quoted in The Australian:

Although he would not commit to having a larger number of individual items, or stock-keeping units, than competitor Bunnings, Mr Stallings said the product range would be unmatched in the Australian market.

"With the number of stock-keeping units we’re going to market with, we feel like the customer’s going to walk in and see a vast range of product in one place that has never been seen anywhere in the southern hemisphere before," he said

It should be interesting to see what the Lowes American consultants can come up with layout wise to improve the flow of the store. 

Bunnings should be bracing for a fight.

Disclaimer: I am an employee of Woolworth Limited, albeit in a completely different business division.

Unveiled in July 2007, the current Qantas trademark and livery was designed as a new interpretation of the pre-existing Flying Kangaroo symbol, to reflect the changing structure of the airline’s new flagship A380 aircraft. Had they stuck to the original paint scheme, the kangaroo’s foot would have gone straight through the tailplane and subsequently would have looked like a legless kangaroo that had had its feet literally amputated.

The new look was widely panned as inelegant and a waste of money, costing the airline up to $100 million. However critics were silenced when the trademark went on to win a Cannes Design Lions Gold the following year.