Grays eCommerce Group approached Percept, seeking brand creation for their new electronic refurbishment brand, now known as CleverGoods.

Case Study

The Challenge

Grays eCommerce Group is one of Australia’s largest eCommerce groups with ownership of brands such as graysonline, graysmining, graysassets and grayswine. They approached Sydney design agency Percept seeking brand creation for their latest venture – the refurbishment of second-hand electronic goods.

The brand creation brief was to develop a name and identity that speaks to their B2B target market as well as consumers who would be looking for a good deal on electronics, including whitegoods, computers, TVs and sound systems.

The Solution

Percept came up with CleverGoods, a quirky and memorable name that defines the essence of the brand, as the smarter way to buy goods. It ensures the brand stands out from the crowd and clearly positions it as an established company, one that prides itself on a great reputation for high quality products and customer satisfaction.

The logo and tagline were developed to visually capture these brand values with the smile icon doubling up as an electrical plug. It’s all about CleverGoods making customers happy.

A ‘clever’ tone-of-voice was also developed as the ideal language for the brand, which is packed full of personality. This brand design was then rolled out to a multitude of communication material including a corporate presentation, brochure, warranty card, staff uniforms, stickers and internal signage.