The Partners creates a new brand for Argos value range

Global brand consultancy, The Partners has completed a repositioning programme for the Argos value offering with the launch of a new Simple Value range. Featuring over 140 lines starting from 99p, Simple Value features a range of essential products for the home and everyday items, available to buy online and collect from over 800 points across the UK.

The Partners focused the brand on a notion of simplicity, but with an emphasis that simple doesn’t have to mean basic.
Shifting the meaning from ‘basic’ to a ‘simple with a twist’, the twist came in the form of product descriptors. The copy, has a touch of humour, which elevates the conversation, empathy and customer engagement. From pillows that count sheep to phones that catch up on conversations and clocks that only feature hours, minutes and seconds, Simple Value products are expressed in a simple and honest way.

Already a winner of two D&AD pencils and a Drum Design Award., the brand was intentionally created in direct contrast to consumer packaging conventions that in recent years became dominated by endless homage to provenance, complex storytelling and information excess.
Simplicity with added value.