case study
Redfern Retail
more than just labels
Partnership is the most accurate description of our client relationships, given their collaborative nature and the level of trust required to undertake the work at the deepest level.
This case study covers the brand development undertaken with Redfern’s Retail division from 2021 to 2025. It is some of the most extensive work we have ever done and shows the key traits for sustainable brand success:
- Patience to gain clarity.
- Bravery to take action and be more.
- Conviction to act, and persistence to stick with it.
The Client.
For over 30 years, Redfern has been a critical labelling partner for various industries, from FMCG to agriculture. Within the group, an opportunity existed to amplify its smallest yet most impactful division.
BRAND CLARITY. (STRATEGY)
The Opportunity
Despite not receiving strategic attention, Redferns’ Retail division consistently performed above its weight in contributing to Group earnings and Gross Profit.
The Challenge
The division required significant restructuring to better align with the requirements of a retail and consumer-facing brand. It also faces a competitor with a powerful in-store presence across South Africa’s stationery retailers.
An Inspiring Vision
Redfern Group Managing Director Teresa Adinolfi defined a bold vision for the brand: ‘To be a household stationery brand name.’ To achieve this, the client required a precise, definitive brand positioning.
Clarity of Purpose
Redfern Retail defined its purpose as:
‘To bring people joy, convenience & peace of mind in people’s everyday lives.” This statement became their ‘why’ and directed all aspects of their brand development, as well as how they intended to impact their market.
A Bold Promise
We conceptualised the slogan ‘sorted’, embodying everything the brand stood for externally and internally. The Redfern Retail team fully adopted the slogan as a 360° promise it makes to customers, team members and suppliers.
Brand Confidence.
Brand Identity
We assisted the client in an extensive redesign of the division’s visual and verbal brand identity, including:
- Logo and icon design.
- Slogan logotype.
- Expanded colour palette and custom-designed pattern.
- Typographic application and rule setting.
- Extensive visual language guidelines covering all aspects of brand identity application.
Brand Building (Application)
We support the client in the application of their brand identity across all applications, but most notably:
Complete redesign of retail packaging for 250 SKUs to enhance functionality and in-store visibility.
Completely rebuilt and redesigned the online e-commerce store.
Brand Alignment
We assisted the client with the following:
- Training and onboarding the retail team through the K360° brand development program.
- Restructuring the retail team to be fit for purpose, establishing roles and responsibilities, and appointing a dedicated head of the division.
- We also facilitated the implementation of a product development and brand alignment process.
- Drafting a reseller agreement and appointing a dedicated reseller for digital marketplaces such as Take-A-Lot.
Brand Awareness
We support Redfern Retail in managing and implementing branding and marketing across multiple channels.
Coordination and implementation of content strategy and building online brand presence through:
Social media.
Email marketing.
Search Engine Optimisation (SEO).
Coordination of paid digital marketing and promotional campaigns to increase brand awareness across:
Google Search (Adwords).
Paid social media advertising.
BRAND PEACE OF MIND. (RESULT)
The brand alignment process facilitated fast adoption of the new brand values and promise, which has markedly improved customer experience.
The brand alignment process significantly improved their market intelligence and ability to empathise with retailers and end users. Closing the gap between customer feedback and insights fed directly into the product development process.
The focus on product development yielded new opportunities with previously untapped retailers, including collaborating with BobGo to develop waybill labels specifically designed for the e-commerce market.
The redesigned packaging optimises in-store merchandising, improving the brand’s competitiveness and brick-and-mortar retail presence.
The dedicated reseller on Take-A-lot stopped the price erosion caused by self-inflicted competition and improved customer service. Over the last three years, year-on-year sales growth has been 80%, 52% and 29% respectively.
Online store sales have grown by 38% for two consecutive years.
The content strategy has resulted in a 700% increase in social media followers over the last two and a half years.
The Lesson.
Redfern Retail’s brand development involved connecting every aspect of its business, which is the key lesson of its case study.
Its success lies as much in its courage to have a clear and distinct brand positioning as in its commitment to fully supporting the brand identity, embracing its values and purpose in how it shows up daily for itself and its customers.
IN THEIR WORDS:
“The Kustodian team have been that extra force alongside us and behind the scenes, keeping us in check, relevant and showcasing ourselves as the household, premium brand we believe we are. Your knowledge and experience have given us peace of mind. Thank you to the Kustodian Team; our brand has undoubtedly evolved to bring joy, convenience, and peace of mind to everyone internally and externally who comes in contact with our team and products.”
~ Teresa Adinolfi – Managing Director