ACCO required research to support the updating of key products and rebranding of older smaller brands across its European market.
WDG Research conducted a programme of qualitative and quantitative research in several key European markets. Focus groups were carried out to understand the importance and equity of the brands, their logos and product design. The research took into account differing cultures and brand usage in each country. Quantitative research also broadened the research into other countries and confirmed the optimum logo and pack designs for each of the product fields.
As a result, new logos, communications and packaging were developed for the key brands and some minor brands were rebranded into the core brand portfolios.