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.


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


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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