The Behaviours Agency has developed a new brand identity and retail experience for Johnsons’ domestic laundry services, which is being trialed in 44 stores across the UK.

Time is precious to Johnsons’ customers and therefore the shopper marketing specialist has devised a concept that highlights the hours saved and free time available by letting someone else take responsibility for everyday washing and ironing.

Rebranded as ‘Drop & Go’, capturing the speed, simplicity and liberating factor of using Johnson’s laundry services, the new logo uses arrows to reflect swiftness. A vibrant colour palette grabs shoppers’ attention, ensuring standout on the high street.

The new look will feature in stores as well as across leaflets, point-of-sale and promotional material. A specialist Drop & Go area in-store has been created and Johnsons’ Laundry Squad, inspired by the expertise of staff and their passion for laundry, will be on hand to support customers in their race against time.

Sue Benson, managing director at The Behaviours Agency explains: “We began by doing what we enjoy most – we visited stores to watch and talk to customers and staff – leading us to a concept that captured the spirit and innovation required to change shopper behaviour and entice more people to use Johnsons’ laundry services.

“By exploring all of a shopper’s touch points, we have created a retail experience for Drop & Go with multiple levels. There are two core strands of communication; one illustrates the Laundry Squad and features colleagues, and the other shows people who spend time doing something other than the washing and ironing.

“The solution delivers brand value and engages shoppers at each point of their journey with the laundry expert.”

Garry Knox, environmental brand manager at Johnsons says: “We had seen the strength of the work Sue and the team had done with other retail brands and were impressed. By looking at our customers and their experience with us, The Behaviours Agency has given us incredible potential to grow our domestic laundry services business in a way that motivates our customers to act.”

The Behaviours Agency was established by ex-McCann Erickson employees Sue Benson and Dorina D’Ambrosio in 2006. It has also created new retail concepts for G Plan and Moben, Sharps & Dolphin.