We conducted research for Andertons in 2016, and discovered a huge gap between the performance of the business and the image of the brand. It turned out that Andertons was much loved by a hugely enthusiastic fan base. However, their flat blue colour scheme, logo, uniform, and website were unloved by both staff and customers.
It also turned out that Andertons has wonderful provenance and a great backstory. Andertons is rooted in the iconic era of rock and roll, and has played a small but significant part in rock history.
So Andertons aren’t just another online retailer. They don’t just sell instruments; they’ve been making musicians since 1964. Our challenge was to transform the brand to tell this story. With this mission in mind, we delivered a complete new identity for Andertons.