Shop Direct Group’s largest brand, Littlewoods, were seeking to evolve their positioning. Littlewoods has been a part of family life but recently its unique credit proposition (affordability through low weekly payments) had been overshadowed by other direct retailers. We were tasked to re-energise the brand, giving it differentiation in Shop Direct’s brand portfolio and a relevant role in the lives of its shoppers. We defined a new proposition and personality for the brand, creating a new visual identity and working with the client to develop the product delivery.