One of the UK’s leading suppliers of electrical cable and lighting required a product rebrand.

301 were the marketing managers of the parent company’s portfolio of brands and were commissioned to do a brand review and create a new brand concept. The 301 team explored the marketplace, the options and crated a new brand name, TIME. The brand promise was that the product could be delivered throughout the UK in 24 hours, on TIME. The directors gave immediate approval of the creative concept. It was distinctive but familiar and could be used to drive a creative advertising campaign for years to come.

The 301 brand team spotted a window of opportunity to register the trademark TIME within the categories of heating and lighting. An integrated campaign of digital, in-store and print media supported the launch and distinctive packaging designs have quickly established a consistent and memorable identity in the DIY and electrical marketplace.

The TIME brand was born and TIME Cables and TIME LED Lighting were to be distributed throughout the UK. The client enjoyed a three-fold increase in cable business which shows the power of brand building.

301 continues to help new and existing brands grow their businesses.

About TIME

A brand review revealed the opportunity to rebrand an electrical cable range and launch a new LED lighting business.


The brand name and brand story was created by 301 and welcomed by the client. The brand identity was designed with brand guidelines, packaging design, point of sale, advertising and website.

Delivering TIME after TIME

The brand name TIME made an immediate impact and is stocked in leading retailers and electrical wholesalers. A three-fold increase in business followed.

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