A full retail brand rebrand UK project transforming Rhino into a bold, modern, shelf-ready product brand for national retailers.
Project Overview
Rhino is a well-established UK trade brand, best known for its durable flexi tubs, buckets, and bins used across construction, gardening, and general trade environments.
BrandWorx delivered a full retail brand rebrand, modernising Rhino’s visual identity and rolling it out consistently across digital and physical touchpoints. The project ran from initial concepts through to full implementation in approximately six weeks, ensuring the brand was ready for retail, trade, and online environments.
Industry: Consumer Products · Trade & Retail
Services Delivered: Brand Creation & Implementation, Visual Design, Brand Management
Timeframe: ~1.5 months
This retail brand rebrand UK project ensured Rhino was visually competitive, commercially credible, and ready for modern retail environments.
The Challenge: Modernising a Trade Brand for Retail
Rhino had built a strong reputation as a tough, reliable trade product. However, the existing brand identity no longer reflected the quality, confidence, or shelf presence of the products themselves.
Feedback from tradespeople, distributors, and retail partners highlighted a clear gap:
The products performed exceptionally well, but the brand lacked the visual impact and clarity needed to stand out in increasingly competitive retail environments.
The challenge was not to reinvent Rhino, but to modernise it for retail—creating a brand that felt confident, professional, and instantly recognisable on the shelf, while still resonating with the trade audience that trusted it.
Our Approach
This project focused on evolution rather than disruption.
We approached the Rhino rebrand with a clear objective: retain the strength and recognition of the existing brand, while giving it the clarity, consistency, and visual confidence required for modern retail.
Our approach included:
- Brand audit and positioning
Reviewing existing brand assets, customer feedback, and retail environments to define what needed to change—and what needed to stay. - Visual identity development
Creating a stronger, more versatile logo system supported by bold colour and typography choices. - Product-led design thinking
Drawing inspiration directly from Rhino’s products to ensure the brand felt authentic and trade-relevant. - Consistent rollout planning
Ensuring the new identity worked seamlessly across packaging, digital platforms, and marketing materials.
This ensured the rebrand felt deliberate, cohesive, and commercially grounded.
The Solution: A Retail Brand Rebrand UK for Rhino
The final solution was a bold, flexible brand system designed to perform in real retail conditions.
At the centre of the rebrand is a new Rhino silhouette logo—clean, confident, and instantly recognisable. The logo system was designed with flexibility in mind, including icon formats, monotone versions, and category-specific variations.
The colour palette was developed directly from Rhino’s physical products, using vibrant, high-impact colours that improve shelf visibility while reinforcing product recognition. Typography was refined to improve legibility, clarity, and professionalism across packaging and communications.
The refreshed identity was rolled out across:
- Product packaging and labels
- Retail and trade point-of-sale materials
- Digital platforms and social media
- Online product listings and marketing assets
Together, these elements transformed Rhino into a retail-ready brand without losing the toughness and reliability that made it a trade favourite.
Services delivered:
Key Outcomes & Impact
The rebrand delivered tangible brand and commercial benefits:
- A modern, retail-ready brand identity with strong shelf presence
- Improved clarity and consistency across all touchpoints
- Stronger recognition in both trade and consumer environments
- A flexible visual system capable of supporting future product ranges
- Renewed confidence from retailers, distributors, and customers
Most importantly, Rhino now looks as strong as it performs.
Why This Retail Brand Rebrand Worked
This retail brand rebrand worked because it respected Rhino’s heritage while preparing it for the future.
By grounding the design in the products themselves—and focusing on clarity, legibility, and consistency—the brand became easier to recognise, easier to range, and easier to trust in retail environments.
Rather than chasing trends, the rebrand focused on practical impact: how the brand appears on shelves, online, and in the hands of customers. Additionally, by treating the work as a retail brand rebrand UK initiative—rather than a cosmetic refresh—we ensured the brand to perform more effectively on shelves, online, and across trade channels.
Ongoing Support & What’s Next
Following the rebrand, BrandWorx continued to support Rhino with brand management and rollout across additional marketing and retail touchpoints, ensuring the identity remained consistent as the range expanded.
The refreshed brand now provides a strong foundation for future product launches, retail partnerships, and brand activation activity.
Related Services
Frequently Asked Questions
- What makes a brand retail-ready?
A retail-ready brand is clear, consistent, and visually strong—designed to stand out on shelves while remaining easy to recognise and trust. - Why is branding important for consumer products in retail?
Strong branding helps products cut through visual noise, communicate quality, and influence purchasing decisions at the point of sale. - How do you modernise a product brand without losing recognition?
By retaining core brand cues while refining structure, colour, typography, and application rather than starting from scratch. - Can a rebrand help products stand out in major retailers?
Yes. A considered rebrand improves shelf impact, clarity, and confidence—key factors in competitive retail environments.
Looking to refresh a retail or product brand?
If your products are strong but your brand no longer reflects their quality, a strategic rebrand can make the difference between blending in and standing out.
BrandWorx helps product and trade brands build retail-ready identities that perform where it matters most.
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