Transformation from a family plumbing 'shop' into a credible nationwide supplier
Richard Craven Plumbing Merchants had the reputation, the relationships and the service to take on the nationals. What they didn't have was a brand that made any of that visible.
“This new identity gives us a terrific platform for the next phase of our growth.”
The challenge
The business had outgrown the name it started with. Competing in a market dominated by nationals with far bigger marketing budgets, Richard Craven Plumbing Merchants needed to be more memorable, more distinctive and easier for trade customers to get behind.
The existing identity was holding them back, not because the business wasn't good enough, but because nothing about the brand communicated why.
The thinking
We looked closely at the market, the business itself and what trade customers consistently valued about working with them.
One thing came through clearly: ease.
Direct, responsive, straightforward to deal with. Everything built around making life simpler for busy trade customers. That insight became the foundation for the whole repositioning, and the starting point for the new name.
tap-in said it plainly: simple, fast and built around the trade.
The result
Richard Craven Plumbing Merchants became tap-in: a new name and identity built around simplicity, speed and service. The rebrand gave the business a clearer position in the market, stronger recognition and a platform for growth across digital, sales and marketing.
A brand the business could compete with.
Everything we do is about making life as easy and simple as possible for our plumbing and heating engineer customers. Our service level is second to none and we have a direct, friendly and no-nonsense approach to the way we do business. For our rebrand The Other Person really got under the skin of who we are and why we are special. Heating & bathroom supplies made easy really sums us up. And our new trading name, tap-in, combined with our new look and feel, gives us a strong, simple and highly memorable market positioning. This new graphic identity gives us a terrific platform for the next phase of our growth.Matthew Richards, Managing Director
tap-in
Let's Talk
Tell us where your brand is and where you need it to get to. No commitment, no pitch. Just an honest conversation.