Carphone Warehouse is adopting a new softer logo and returning to its ‘simple, impartial advice’ strapline as it looks to relaunch as a mobile and laptop provider.
The major casualty of what has been described as the biggest brand revamp in Carphone’s history is the much-loved company icon, ‘Mowbli’, who will no longer be in the retailer’s marketing.
Carphone is believed to have attempted ditching ‘Mowbli’ three times since the start of the year, with the character considered no longer relevant given the retailer’s moves into laptops and broadband.
‘Simple, impartial advice’ will replace the short-lived ‘Your phone, your way’ strapline, which was first unveiled not long after Vodafone pulled out of Carphone in October 2006.
According to a source, the new hand-drawn logo and ‘a doodle-style’ design in blue and pink will feature in press and TV adverts, and is based around Carphone making complicated products and services simple. It will officially launch from mid August.
The team behind the rebrand was Tristia Clarke, group marketing director; Michelle Henderson, director of direct marketing; Georgina Bramall, head of retail marketing; and Zoe Vafadari, head of brand.
The new logo and strapline will be a central part in moving beyond mobiles. As well as the new marketing campaign, Carphone has already sent all its retail staff to its ‘wireless camp’ training centre to improve staff knowledge of selling laptops and dongles. The company is now bringing in more low-cost laptops to bundle with broadband packages.
A leaked memo said: ‘August will see one of the biggest-ever changes to the way Carphone Warehouse looks, as we rebrand our business to support the roll out of our wireless world strategy.’
A spokesman confirmed the changes, but cautioned that it was possible Mowbli could return in the future.