Declutter like a Motherfu**er! The boldly branded storage facility that's impossible to ignore.
CLIENT: BROWN BOX SELF STORAGE
Challenge
The self-storage sector is arguably one of the dullest, most transactional industries on the planet. For Brown Box Storage, the challenge wasn't just to open a chain of facilities across the Midlands; it was to launch a brand that people actually connected with.
Every competitor zigs with generic promises of "security" and "low prices," resulting in an ocean of sterile blue and yellow signage.
Our client needed to disrupt this saturated market and quickly become a leader. The objective, get noticed by doing something different and back it up with authenticity. They recognised that without a powerful, witty, and human personality they would simply become another beige warehouse fighting on price. The core task was to inject Genuine Connection and Expertise You Can Trust into a business model designed for cold detachment.
Solution
Unrattled began by translating Brown Box's honest, family-owned ethos into a comprehensive Brand Identity & Strategic Positioning.
We recognised that self-storage is rarely a happy decision; it’s a consequence of real-life stress (moving, divorcing, growing a business). We chose to validate that stress with humour:
- Strategic Positioning:
We defined the USP as the "Never boring, Anti-Stress Storage Solution," positioning the business as part of the community helping to make it's 'neighbours' lives simpler, one witty interaction at a time. - The Copywriting Weapon:
Our creative copywriting became the primary brand asset. We deployed the famous exterior building line: "We need space from one another (go live your life, we’ll watch your stuff)" and the brasen copy line: "We Can't Save Your Marriage, But We Can Fix Your Garage." This honesty created instant, authentic connection. However, it isn't just about witty communications; it's about a deep, empathetic understanding of their customers' lives. - Visual Craftsmanship:
The visual identity was built for readability, warmth, and confidence. The brand fonts needed to be professional enough to convey trust, yet soft enough to feel approachable. Mainly to ensure the brand never felt cold or cheap. This was applied across high-impact vehicle livery, employee uniforms, and site signage. - The Ultimate 'Zag':
To prove their expertise and commitment to personality, we conceived the in-store book, "DECLUTTER LIKE A MOTHERFU***R," transforming the reception area from a transactional space into a unique retail destination.
We didn't just design a logo; we provided the strategic roadmap and creative firepower necessary to disrupt the local market whilst building immediate brand equity.
RESULTS
Building Brand Equity Before the Doors Even Open.
The ultimate measure of success is momentum, and the Brown Box Storage brand is already in high-growth mode before its official launch.
Immediate Expansion: The brand's foundational success and clear vision have already led to the acquisition of two additional locations, which Unrattled is now tasked with rebranding and rolling out the new identity.
Operational Integration: The core brand strategy is actively being used as the blueprint for employee training and customer service, guaranteeing consistency across every single touchpoint.
Brand Distinction: Brown Box Storage is now armed with assets (from van wraps to a book title) that are impossible for local competitors to ignore or replicate, allowing the business to command attention and position itself as the clear, premium choice in the market.
The relationship continues to grow with the brand, proving that when you dare to ZAG with a powerful strategic identity, the business follows.
More Work
