Which? brand refresh

Building your trusted home for everyday advice

We worked closely with ODA to develop a new brand proposition and design language for Which?.

Which? is the UK’s consumer champion – but we have a relevancy problem with younger audiences. They know about us, but we are low on the consideration scale. By making Which? more appealing to wider audiences, beyond those wondering which washing machine to buy, we can help more people with their everyday needs.

By owning ‘the answers to your everyday questions’ we can begin to demonstrate our value to new users earlier in the acquisition funnel. With the new visual language, we opened up a dynamic space using an iconic red line between ‘Which’ and its question mark. This prompts people to ‘fill in the gap’.

Creating a more approachable brand

We are creating a warmer, more approachable and relatable design language – with a new colour palette, image and illustration style that reinforces clarity and impartiality.

The below video shows how we are beginning to inject playful movement into the brand. The aim is that this will manifest itself across all our digital channels, including sensible use across our app and websites to build a warmer brand experience.

Below you can see how we are starting to roll out new brand imagery, icons and illustrations across the Which? website and app.

A little more detail into our type specifications.

Contributing designers: ODA Branding, Damien Gallagher, Naomi Maister