A brand that measures up for the trade


Travis Perkins embarked on a rigorous product testing and improvement programme to change the quality perception of its 4TRADE brand. To support this change, we created a new brand identity that would help to deliver its proposition of professional, reliable and competitively-priced products.

An identifiable ‘heroic tradesman’ was used as the brand marque accompanied with solid colour and straightforward typography – all designed to appeal to the no-nonsense trade customer and the Travis Perkins colleagues in stores.
A comprehensive Brand Identity manual has also been created to achieve consistent quality and reliability across the extensive 4TRADE range of products.

Nicola Pentland, Brand Manager at the Travis Perkins Group said: “We have put rules and checks in place to ensure that our new 4TRADE brand measures up to what our heroic tradesman wants. The most important thing to the credibility of our new brand is the quality of the product itself, it has to deliver on its promise to the customer. With Stocks Taylor Benson we feel we have created a truly credible identity that not only looks great, but more importantly, in conjunction with our quality approach, gives us a brand that we believe our customers will really be able to engage with.”