Strategy • Branding • Design • Print


Woodpecker is a family-run business founded in 1972 with a heritage in the timber industry that goes back three generations. Today with their beautiful headquarters in South Wales, they are a well respected brand that now operates globally. With extremely high standards when it comes to the quality and sustainability of their products, the Woodpecker name has become a favourite amongst consumers and tradesmen alike.


Woodpecker needed to refocus their product range strategy, creating greater clarity on their good / better / best offering. As part of this refocus, Woodpecker also wanted to update the packaging creative so it better reflected the premium nature of their products. Running parallel to this, they needed to rebrand their white label range ‘Style’ that is stocked across the Wickes estate, bringing greater visibility of the Woodpecker brand.


The first port of call was to support Woodpecker with the Brand Architecture, aligning the right products to the right customer segments. Then we created the W by Woodpecker brand replacing ‘Style’ that was stocked within Wickes. Here we utilised the hybrid brand endorsement architecture model which allows the product to have its own identity, but also allows the ‘by Woodpecker’ to reinforce the quality credentials already obtained by the masterbrand over the past 40+ years. The we created the Woodpecker Trade, Woodpecker and Woodpecker Signature (Good, Better, Best) ranges.
Each range was given its rich new premium visual identity to reflect the quality found in their products. These wood floors need to be left in the room before being fitted, still in their packaging, in order to acclimatize to their new environment. As the packaging will be on show for a few days, it needs to be easy on the eye and also deliver the passion and respect that Woodpecker have for wood flooring and the forests they come from.

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