
CORGI Services
A brand refresh that puts family at the heart of this trusted household name
Studio
Default Blue
Client
CORGI Services
Sector
Trade Industry
Services
Brand Development
Creative Direction
Exhibition Design
Background
Since being replaced as the gas registration body in 2009, CORGI still remains to be a recognisable household name in the UK, but since then it has diversified and expanded its offering to cover a multitude of sectors.
Brief
Under the banner of CORGI Services, a brand refresh was required to not only re-energise the CORGI brand but to also help to highlight the wider range of services on offer and help shift perceptions of what that recognisable name stands for today.
Solution
The original concept and creative direction for this brand refresh was actually based around an off-hand comment during an early meeting, which ultimately become the foundation of this marketing strategy.
During an initial discovery meeting, the business development manager used the phrase "CORGI Family" to describe the collective group of individual licensees that trade under the CORGI name. A name that still holds some history and heritage in the world of gas safety in the UK.
This phrase immediately sparked the idea of creating an actual family — reminiscent of the 'Bisto Family' back in the day — based around the customer persona created as part of the extensive market research.
This idea really struck a chord with the client so we ran with it. I had a clear vision of how I envisaged the family would look — calling in Manchester based illustrator/animator Alex Francis to help me bring those characters to life and be front and centre across all comms.
