Client: BWP Trust
Project: Brand Rejuvenation
Project: Brand Rejuvenation
The BWP Trust (formerly Bunnings Warehouse Property Trust) is a listed managed investment scheme which invests in premium commercial real estate throughout Australia.
Reason for change
The business was originally established by Wesfarmers to invest in Bunnings Warehouse properties. However as the Trust grew, it began to acquire other ‘big box’ retail and investment properties and the name Bunnings Warehouse Property Trust became redundant.
Change deliveredAs the ASX code for the Trust was BWP it was a logical decision to change the business name to BWP Trust. As the Trust’s focus was still on large retail properties like Bunnings Warehouses, we looked at how we could capture this in the new identity.
We went and photographed a Bunnings store from all angles and found that the top corner of a store when looking up has the appearance of an upward arrow. This became the idea for the brand and the branding elements that give the Trust a distinctive and unique identity.
Services provided
Brandmark design
Brand communications
Signage
Website
