HiQ for Dunlop: Brand Revitalisation Delivering a revolution in quick-service car care

  • Context

  • HiQ is a leading fast-fit car care brand operated by Goodyear Dunlop, and operates via a network of franchisees across the UK. FITCH was asked to rebrand HiQ to revolutionise the way fast-fit car care is delivered in the UK.

  • Challenge

  • FITCH’s intensive market research highlighted the fact that most customers using fast-fit services found the experience to be dissatisfying. Customers often felt anxious based on uncertainty over things like price and duration of each job. They also didn’t appreciate the use of "technical" jargon and felt that overall there was a general lack of "empathy" for the customer.

  • Solution

  • FITCH's approach was to help HiQ better communicate its emphasis on honest, reliable service through a new brand identity, and to develop a fresh retail concept that would set new standards for the fast-fit sector.

    The new branding utilises a palette of blue and black, identified as more sympathetic to a retail approach. The use of pink and green accent colours and a distinctive new corporate logo represent a clear move away from the traditional colours associated with fast-fit providers.

    The branded environment of the concept centre communicates the openness of the repositioned brand by using simple language, illustrations and glass walls to allow customers to see onto the garage floor for themselves. The reception environment is uncomplicated but welcoming, and creates an atmosphere of simplicity and reliability in which to experience the HiQ service offer.

    Winner of the DBA Design Effectiveness Award 2008

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