Bunnings Group’s venture into UK’s $60 billion home improvement and garden market is providing big opportunities for Australian brands. The iconic Selleys brand, part of DuluxGroup Australia, is working with Anthem Worldwide (Australia) to help break into UK’s DIY market with the latest revamp of its brand and packaging – tailoring it specifically towards the discerning British consumer.

While Selleys is unknown in UK and competing in a busy sector with multiple established brands, the extreme Australian weather conditions provides great credentials for Australian brands claiming superior strength and performance. However, with up to 40% of consumers walking away from shelves empty-handed, understanding how customers navigate this incredibly difficult and cluttered fixture was the core challenge to drive a successful Selleys’ launch.

“Entering such a category as an unknown brand provides both great challenges and opportunities. While brand awareness and trust will always take time to gain traction, opportunities such as this are rare – to be able to reassess norms and provide customers with a fresh approach to old category problems. Targeting both unconfident and confident DIY-ers, we really needed to use design carefully to both appeal to the new British consumer, as well as respect 75 years of Selleys’ proud heritage,” said Ami Heath, Account Director Anthem Worldwide (Australia).

Marcel Wijnen, Creative Director adds, “Addressing an age-old category problem of intolerable clutter, we took a bold new iconography-led approach to differentiate from competitors who mostly led with technology cues.”

Paired with a strategic use of colour, the new range significantly simplifies the packaging hierarchy, greatly improving range navigation. This straightforward approach still pays homage to Selleys’ no-fuss Aussie persona, but allowed the brand to also strongly unify the range and complement it with a newly refreshed Selleys brandmark.