The brief was to create an all-encompassing décor trend for the Wilko Home team that their customers could collect and build upon over the next 2-3 years.


A collection of products spanning a range of categories that share a contemporary handwriting style. Designed to complement existing interiors through a universal colour palette, key patterns, prints, finishes and forms. Evolution not revolution.

How we worked

"Using both qualitative and quantitative customer insight methods we asked the Wilko teams to reach out to their customers and ask them to share pictures of their homes, their style preferences and the frequency of purchases for their interior updates.  As a team, we grounded ourselves in this information, whilst also giving thought to current home trends to create an enduring, contemporary décor for the Wilko customer."

Rebecca Jackson – Surface Pattern and Print Designer W’innovate.

What the Client said

"W’innovate’s design system and delivery to the brief is the best experience I’ve had to date of working with a design consultancy. The approach made commercial sense, the design concepts felt right and fresh, and the range has exceeded my forecast expectations."

Richard Biggin – Category Manager Head of Home, DEC & DIY Wilko.