Bush rebrand and repositioning

Bush brand development, brand and packaging guidelines, catalogue and online positioning for Argos.

50% increase in turnover within 6 months of rebrand.

Weekly sales on TVs up 300% after rebrand.


Bush was not an aspirational brand in the consumer electronics and home technologies market. The staid nature of the brand was reflected in static sales performance. Consumers would generally appear to prefer to pay extra to purchase a more reputable brand, such as Sony, Samsung or LG. Inconsistent brand communication across and within product categories did not create much of a sense of desirability amongst potential consumers. It also meant that consumers were largely unaware that the product quality was equal to, or better than, higher priced competitors. It reinforced the perception of the brand as a ‘poor man’s Sony’.


Bonfire’s approach was to create a more unified and cohesive identity across the Bush product portfolio. The new identity reassured potential purchasers that they were making the smart choice; getting everything they wanted from the technology without having to pay a premium for it. Bonfire created a contemporary, dynamic and desirable identity, and implemented it across packaging, the Argos catalogue pages, and through a new online Bush store. The result changed consumer perceptions, shifting Bush to its new position as a more appropriate and balanced mid market brand. The brand identity has been consistently applied globally through packaging, advertising, and online across many languages.


Bush immediately realised its true potential. On the first day of trading under the new brand identity, incremental sales more than paid for the investment in design. Sales were up 30% YOY in launch week and have averaged between 20-25% up YOY on all subsequent weeks.

Average weekly sales of TVs alone increased by 300% and in the first six months of the new branding appearing throughout the Argos store network, total Bush brand sales increased by 50% over the static sales performance of previous catalogue’s.

Won DBA Design Effectiveness Award for rebrand.

On the first day of trading this project more than paid for itself – outstanding.

Brand Manager, Argos

Won Transform Award for best retail rebrand.