Westwood
A credible own-brand name in white goods
By the second half of the 2000s Domo had grown from an entrepreneurial venture into one of Romania’s leading electronics and home-appliance retailers, with a network of more than 130 stores — a transformation Brandient had accompanied since the chain’s 2005 corporate rebranding. Scale sharpened a question every large retailer eventually puts to its board: the store carries the cost of the market, but the margin flows to the manufacturers whose brands it sells. The classic answer is private label. In white goods, the classic answer carries a classic risk.
Shoppers in this category place their trust in established, mostly Western manufacturer names, and a store’s own range reads as the cheap option by default. A label that sells on price alone invites a race to the bottom and can drag the retailer’s credibility down with it. For the move to pay, Domo’s own range could not present itself as a house label at all — it had to stand on the shelf as a brand shoppers would accept as a manufacturer.
That put the weight of the strategy on the name. Brandient coined Westwood — an anglo-sounding name that reads as an established Western maker of white goods — and built the identity and packaging to manufacturer standard, so the range could do its own persuading at the shelf, where a private label wins or loses. Westwood was one of two private labels Brandient created for Domo, alongside Expert Digital for the IT&C range: a compact architecture that let the retailer capture own-brand margin across its two main territories without either label diluting the store’s brand.
Westwood took its place on Domo’s shelves as a brand in its own right rather than a discount line, and held that place for the rest of the chain’s life — six years after launch it was still the retailer’s front-line own brand, strong enough to carry national campaigns under its own name. The credibility had been designed in from the start, which is exactly what a private label in white goods must buy before it can earn anything else.
Client:
Westwood (Domo)
Industry:
Retail and Consumer Services
Project type:
New Brand Creation
Date:
2009
Services:
Logo and Visual Identity Program, Brand Name, Narratives and Voice
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