Since the 1920s, True Value has been the neighborhood hardware store: but the relentless expansion of big-box home improvement centers threatened to squeeze out its member-owned stores. True Value decided to fight back with an aggressive marketing and growth strategy, bringing in Big Red Rooster to improve sales, reinvent True Value’s retail appeal and bring shoppers back.

Fueled by shopper insights, our team created a vision for the “store of the future.” The retail design leveraged knowledgeable and neighborly service as a differentiator, appealing to female DIY-ers. Female-friendly décor lines were broadened and carefully merchandised to give them more emphasis without losing the hardware feel. The concept tested against retail reality by adapting it to a full prototype set up in a True Value warehouse.

Big Red Rooster worked closely with True Value’s private brand team to build a strong architecture that simplified the number of brands, leveraged the strongest equities, and defined the product categories and quality levels of each. Brand identities were created, refined, and demonstrated through private label packaging for more than 90 SKUs.

The design, plan, product offer, merchandising, and graphics system evolved to retrofit into existing stores. We detailed retail standards for the re-image package, which came in less expensive than the program it replaced. Our work strengthened True Value’s brand architecture and fueled its future retail state.