B&Q
Repair 2 Relove
UNI PROJECT
[B&Q is a British home improvement retailer, the brief was ZERO paid media]
Story: Make B&Q the champions of repair culture without using paid media.
Insight: The Quayle Market, a store in a store.
Journey: Nostalgia and expertise combined to create a one of a kind Repair Cafe.
[The Quayle Market.]
A 1960s inspired store makeover with specialist individual shops based on material that have experts inside to help you with your projects. For example: a carpentry store, an upholsterers etc. All acting under the idea of R-I-Y (Repair It Yourself).
The floor plan.
The store fronts inside.
There are ten shops, each catering to a specific project type, and in the back of each shop is their own Repair 2 Relove café (repair cafés), so customers can come and work with specialists and use tools they might not have access to at home.
![Floored Tiles - the flooring and tile specialists.](https://cdn.myportfolio.com/529b52bb-de74-4106-b9a6-9f3b19423666/e7ef6cb4-a8bd-4870-a481-c7c0d8ad61cc_rw_1920.png?h=1bb531dc5580f8ed92920f5f02dd8ede)
Floored Tiles - the flooring and tile specialists.
![The Wood Shop - the carpentry specialists.](https://cdn.myportfolio.com/529b52bb-de74-4106-b9a6-9f3b19423666/c5c91a84-860c-4b89-9a27-4a5aba204373_rw_1920.png?h=baa5f1b6483b863bbe11cd1d313f9159)
The Wood Shop - the carpentry specialists.
![Needle & Thread - the upholstery and fabric specialists.](https://cdn.myportfolio.com/529b52bb-de74-4106-b9a6-9f3b19423666/a79b1eda-c229-4d68-baa0-3f7fc8d32e31_rw_1920.png?h=bfe0e0242608ad8449e496688092ae09)
Needle & Thread - the upholstery and fabric specialists.
![](https://cdn.myportfolio.com/529b52bb-de74-4106-b9a6-9f3b19423666/5a433366-cb68-45e8-909f-3b568618913a_rw_1920.png?h=6e244145bfaabff118acc176cf11831d)
The Floored Tiles store front. Based on a classic American Diner.
POV: Your journey inside the Quayle Market Store.
![1. This is you.](https://cdn.myportfolio.com/529b52bb-de74-4106-b9a6-9f3b19423666/23fd3a82-92e8-40f7-b1c9-3503fccfcdd3_rw_1920.png?h=5fed1c05ba736fd309076fda6b1c4f09)
1. This is you.
![2. You arrive at the B&Q Store.](https://cdn.myportfolio.com/529b52bb-de74-4106-b9a6-9f3b19423666/1414d04e-f99b-4371-9b5b-5db7fd001050_rw_1920.png?h=41c32010445bbee3bd16f9638b74d85a)
2. You arrive at the B&Q Store.
![3. You're inside the store with different shops either side.](https://cdn.myportfolio.com/529b52bb-de74-4106-b9a6-9f3b19423666/4f7c62a5-35a6-4bae-a2ba-2ac8f6aa38cd_rw_1920.png?h=011e73924400b29ae5a4ccaa17a95a21)
3. You're inside the store with different shops either side.
![4. Your inside the specialist shop.](https://cdn.myportfolio.com/529b52bb-de74-4106-b9a6-9f3b19423666/1eea6e38-ebea-4bdf-90fb-ccace36c51e2_rw_1920.png?h=e7309fcca5e67b8510244e3345abd2a7)
4. Your inside the specialist shop.
![5. You're interacting and getting help from the trained specialists.](https://cdn.myportfolio.com/529b52bb-de74-4106-b9a6-9f3b19423666/768e3806-1577-4bcc-a645-4308e69ed08d_rw_1920.png?h=43337956fb9d053bfbf5e014d8a46e3d)
5. You're interacting and getting help from the trained specialists.
![6. You're working on your own R-I-Y in the Repair 2 Remove Café.](https://cdn.myportfolio.com/529b52bb-de74-4106-b9a6-9f3b19423666/8cca49ec-a4da-49b8-9cab-eece6f9c2128_rw_1920.png?h=f90abffeab3fcf31e9680698598d165d)
6. You're working on your own R-I-Y in the Repair 2 Remove Café.
The way we're going to promote the Quayle Market without a paid media budget is through using pop up stalls and social media. Take a look at the campaign calendar.
![](https://cdn.myportfolio.com/529b52bb-de74-4106-b9a6-9f3b19423666/1329052c-5147-47b1-934d-4d45af10a0fb_rw_3840.png?h=0186810df7e5f885129935942d83eb44)
Social media posts announce the new stores and specialists one by one. Each using a different style. All posts will be accompanied by a video of the specialist performing tasks relating to that profession.
![](https://cdn.myportfolio.com/529b52bb-de74-4106-b9a6-9f3b19423666/2b37cb7a-91ec-40a9-92d1-f05ad047ea2c_rw_1200.png?h=04eb15a16d52d5209f9d216afe79a750)
![](https://cdn.myportfolio.com/529b52bb-de74-4106-b9a6-9f3b19423666/7c87e1aa-cf38-4f50-9d40-eb0fcd88342b_rw_1200.png?h=0c47ecd7131bdcffc069819adf06c31d)
![](https://cdn.myportfolio.com/529b52bb-de74-4106-b9a6-9f3b19423666/5cf5959a-a598-46d0-bf9a-ef4f852dbc18_rw_1200.png?h=266041a69a643dd730364f051e27fe7f)
An example of the video. Would be a lot more active and interesting tasks.
After social media has announced the stores the specialists take to the streets and visit different town markets. They're wearing denim overalls with a white shirt and a B&Q signature orange tie. At the town market they make conversation and build interest for the new store opening the next month.
![The specialists at the market.](https://cdn.myportfolio.com/529b52bb-de74-4106-b9a6-9f3b19423666/e051df0c-76bb-4aca-9523-40a4f4881214_rw_1200.png?h=07976c354afe2a9c2d34b4d30cfd16ab)
The specialists at the market.
![The uniform they're wearing.](https://cdn.myportfolio.com/529b52bb-de74-4106-b9a6-9f3b19423666/aa99af43-69dc-4956-bb3b-7c7188b331d2_rw_1920.png?h=604c66a33e151365d0601400c4149baa)
The uniform they're wearing.
We would also produce a press release and try drum up as much media attention as possible. We created these examples below [mock-ups]:
![](https://cdn.myportfolio.com/529b52bb-de74-4106-b9a6-9f3b19423666/57acf2f0-4db6-4960-9ea5-ef40b014b56c_rw_1920.png?h=c93fed9d9277c47961066eb145df8926)
![](https://cdn.myportfolio.com/529b52bb-de74-4106-b9a6-9f3b19423666/6cdb0401-6870-47bd-85d6-e518ddfab7b1_rw_1920.png?h=05283ad2989f86f01d60efea8eea0422)
We would produce a separate B&Q R2R social media page where we could continue to post about the Repair 2 Relove cafés and continue to draw people into the repair movement.
After all of this, the Quayle Market will shut, however we want Repair 2 Relove Cafés to open across the B&Q brand. Giving people a space to come to, work on projects all day and discuss any problems with a fully trained member of staff.
![](https://cdn.myportfolio.com/529b52bb-de74-4106-b9a6-9f3b19423666/fac888f5-c32f-4810-a7a6-481e689e9b79_rw_1200.png?h=ff34ecc5e46e9e78ab42cfc80760870b)
This is what we want the R2R Cafés to look like. Bright, open, industrial but friendly spaces.
![](https://cdn.myportfolio.com/529b52bb-de74-4106-b9a6-9f3b19423666/7bf5f2d3-ff67-4ca6-b0ba-a08a2740df0d_rw_1920.png?h=fa24fd845c20bb0dc8619232e592552a)
[Part of the B.I.T. Creative portfolio of work.]
B.I.T. Creative is a collective me and two of my classmates formed for a semester of group work in our second year. Totalling five briefs, across multiple modules, we created a range of vastly different and interesting work.
See what they're doing below:
🔥Becca Nason - @beccas_creative_
🔥 Izi Middleton - @izi.advertising
![](https://cdn.myportfolio.com/529b52bb-de74-4106-b9a6-9f3b19423666/473b7d51-e7d3-40c6-89a3-5b124b905d19_rw_1920.png?h=1cb399a5046d9e60f0aa63d9657aa20d)