Amazon Warehouse: Branding and Awareness Campaign

• Brand Strategy
• Content Strategy
• Print
• Digital
• Packaging
• Environment
• Out-of-Home

This fledging department has been around for years but was receiving a bump up from its hidden location among a jumble of footer links and needed to look sharp to increase awareness and capture more sales. Q&A worked with the Warehouse team designing a logo that fit into the Amazon framework and developed branding that extended into packaging and ultimately a spin-off concept store for employees.

 

Beginning with the messaging framework, the Q&A team developed a brand strategy that celebrates people who love getting a great deal—those excited by the “thrill of the hunt.” A vibrant palette was created to stand out from other brands in the Amazon ecosystem, and a suite of icons and text benefit graphics were designed for a robust brand toolbox.

A collection of packaging elements and in-package collateral was developed to complete the brand experience. Content speaks to a savvy, witty audience, giving them a pat on the back and an extra smile.

Packaging considerations included a system of pieces that could be selected by the line worker based on whether the product’s original packaging was structurally sound to be used again, or if the product needed to be repackaged. Visual simplicity was key to compensate for use with original packaging. Focus group tests were conducted that encompassed the full breadth of the Warehouse experience, including corporate product grading, messaging, and packaging.

 

Even with all the good work of getting returned and refurbished items in the hands of smart, savvy shoppers, the Warehouse team wanted to do more. Items that weren’t moving online became part of a brick and mortar employee pilot store. Our team had to consider creating a short-term, unique shopping environment within an expansive Fulfillment Center. How could we ensure that employees coming from the city to an unincorporated suburban area would know where to go? GPS might get to the building but the entrance was not visible from the street. Q&A developed a sub-brand with its own unique system of signage, in-store materials, and street side wayfinding. Products on shelves changed regularly—completely dependent on merchandise returned that week. A swappable signage system was the solution for staff, allowing them to change out categories as needed. Additionally, all purchases were through the Amazon app, and a “field guide” was created to walk shoppers through the experience.