Robert Dyas
Brand Work

Founded in 1872 in London, Robert Dyas is a well-known hardware store chain offering products like domestic goods, gadgets, gardening supplies, and DIY equipment. With 93 stores mainly in Greater London and the South East, it also operates online.

I joined the team as in-house designer at the end of 2022 during a key brand revamp. My role was to refresh the visual identity, support an omnichannel marketing strategy, and create a consistent look across all business touchpoints, from stores and social media to internal communications and recruitment.

Date:

2022-2024

Role:

Graphic and Motion Design

Company:

Robert Dyas

Industry:

Retail

Brand Design

Signage Design

Motion and Video

Social Media

Packaging

_Challenge

After 150 years on UK high streets, Robert Dyas had lost its character. The brand lacked consistent guidelines, leading to a fragmented identity and cluttered, unengaging stores.

_My Role

As part of the in-house studio, I helped redefine the brand's identity and visual strategy. We introduced key brand assets and rolled them out across all touchpoints, including marketing, packaging, digital, and in-store experiences. I also created asset libraries and templates to ensure consistency across the business.

_Strategy

We built the identity around Robert Dyas as a friendly, approachable place for household solutions. The logo uses icons to reflect the product range, while hand-drawn illustrations add a playful touch in non-functional spaces. Our tone of voice—warm, wise, and witty—became central to digital content, in-store signage, and campaigns. We highlighted human connections by featuring staff as brand ambassadors and fostering partnerships that prioritise wellbeing.

_Results

Although the work continues, early results show increased brand awareness and campaign recognition. The latest store is performing well, with high footfall and positive customer feedback on the improved shop experience.