When Screwfix needed to evolve the visual identity of its highly successful No Nonsense range, HTDL was appointed to deliver a comprehensive brand update that would strengthen recognition, improve consistency and support future growth across multiple product categories.
Working closely with the Screwfix team, we developed an updated brand identity, extensive brand guidelines and a wide range of packaging applications designed to create a more cohesive and impactful presence across the entire portfolio.
Today, No Nonsense is one of the UK's most recognised trade-focused own-label brands, trusted by DIY enthusiasts and professional tradespeople alike for dependable performance and exceptional value.
As the No Nonsense product range continued to expand across sealants, adhesives, decorating products, workwear and trade consumables, maintaining consistency across packaging and marketing materials became increasingly important.
The brand needed a refreshed visual identity that would:
Strengthen shelf presence in a highly competitive retail environment
Improve consistency across multiple product categories
Enhance customer recognition and trust
Support future product development and portfolio expansion
Retain the straightforward, value-driven personality that customers already knew and trusted
The challenge was to modernise the brand while preserving the strong equity that had helped establish No Nonsense as a leading value-tier trade brand.
HTDL undertook a detailed review of the existing brand architecture and packaging system before developing a refreshed visual identity that better reflected the brand's position within the Screwfix portfolio.
Brand identity refinement
Comprehensive brand guidelines
Packaging design system development
Product hierarchy and navigation structures
Colour coding and category differentiation
Packaging artwork creation
Brand governance recommendations
Rollout support across multiple product lines
Our team created a flexible design framework capable of accommodating both existing and future products while maintaining strong visual consistency throughout the range.
Packaging plays a critical role within the trade and DIY sector, where purchasing decisions are often made quickly and product clarity is essential.
We developed a robust packaging design system that improved product visibility, simplified navigation and strengthened brand recognition throughout the No Nonsense portfolio.
By introducing clearer product hierarchies, more consistent visual cues and stronger brand ownership, the packaging system helped create a more unified customer experience both in-store and online.
The result was a scalable framework that could be applied efficiently across hundreds of SKUs while ensuring the brand remained instantly recognisable.
A key element of the project was the development of comprehensive brand guidelines to ensure consistency across every customer touchpoint.
The guidelines provided clear direction on:
Logo usage
Typography
Colour palettes
Packaging layouts
Photography styles
Product naming conventions
Messaging hierarchy
Artwork production standards
This created a valuable resource for internal teams, external suppliers and future product development programmes, helping protect the integrity of the brand as it continued to grow.
No Nonsense has become one of Screwfix's most successful own-label brands, offering practical, reliable products at highly competitive prices.
The range includes many of the retailer's most popular trade consumables and everyday essentials, with products such as No Nonsense 101 General Purpose Silicone and the widely recognised "I Can't Believe It's Not Nails" adhesive becoming household names amongst tradespeople and DIY customers.
As part of the wider Screwfix own-brand strategy, No Nonsense helps the business deliver exceptional value while maintaining the quality and reliability expected by professional users.
The refreshed brand identity, comprehensive guidelines and extensive packaging applications provided No Nonsense with a stronger and more consistent visual platform for future growth.
The project successfully balanced brand evolution with brand familiarity, ensuring existing customers continued to recognise and trust the range while creating a more modern and scalable identity capable of supporting long-term expansion.
Brand strategy
Brand development
Packaging design
Retail branding
FMCG design
Product branding
Brand guidelines
Packaging systems
Own-label brand development
Whether you're launching a new product range, updating packaging or developing a complete own-label brand strategy, HTDL helps ambitious businesses create brands that stand out, build trust and drive commercial success.
