One of the UK's leading suppliers of electrical cable required a rebranding of its high-end cable range.

301 were the marketing managers for the parent group, Pitacs, and were commissioned to conduct a brand review and to provide a new brand concept.

The 301 brand team explored the options and created a new brand name, TIME. The brand promise was that the product was held in stock in the UK and could be delivered throughout the country in 24 hours – ON TIME.

It seemed a perfectly logical choice and the Pitacs board of directors were instantly taken by the creative concept. It was distinctive but familiar and could be used to drive a creative advertising campaign for years to come.

The 301 team reserved the registration of TIME within the category of heating …. and spotted a recently available opportunity from an abandoned registration. The TIME brand was born and TIME Cables was to be distributed throughout the UK.

A three-fold increase in business followed, demonstrating the power of brand building.

Define

A brand review revealed an opportunity to rebrand an electrical cable range to drive business. The 301 team created the distinctive brand, TIME.

On TIME

TIME was welcomed by the client and a brand identity was developed by 301 to include brand guidelines, packaging design, point-of-sale, website and printed brochure.

TIME after TIME

The TIME brand made an immediate impact on launch and is stocked in the UK’s leading DIY retailers and electrical wholesalers. A three-fold increase in business was delivered.

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