CASE STUDY: IronmongeryDirect brand refresh
IronmongeryDirect is the UK’s largest online and mailorder supplier of ironmongery products to trade. The company has been in the business of supplying architectural ironmongery to builders, joiners and shop fitters for over 40 years starting out as a traditional Ironmonger’s shop. Today IronmongeryDirect delivers thousands of parcels every week to tradesmen all over the UK from a choice of over 13,500 quality ironmongery products kept in stock ready for next day delivery.
The marketing problem
Ironmongery is a somewhat antiquated term for iron goods made by a blacksmith sold in a shop. It has since come to mean more, and now includes not only iron products, but other fitted hardware, including plastic. Having started out as a traditional ironmongers shop, the company, over the years, has evolved with the introduction of a catalogue and ecommerce website. Today IronmongeryDirect stocks the biggest range of ironmongery products, has the ability to fulfil orders taken up until 7.30pm for next day delivery and offers a no quibble 30-day guarantee. Currently there is no other supplier within the industry able to match this service level and the brand needed to reflect this updated offering.
The company had already introduced a new logo in 2008 with a colour and type face providing a clear and bold statement giving it a modern feel and to illustrate the speed of the next day delivery service. But the company felt that the strapline ‘door and window hardware delivered tomorrow’ did not convey the success of the company, its full proposition, and staff expertise.