Extra Services

eXtra's Value Added Services range — warranties, installation, maintenance, protection plans — represented significant revenue. But the offer was fragmented. Customers often left without buying a service they would have wanted if it had been clearly explained. Store staff struggled to communicate the full picture.

The task: turn a list of services into a coherent brand — one that customers could read in seconds and staff could explain in one sentence.

We repositioned the VAS portfolio as its own sub-brand — a structured architecture that made the full range legible, both to customers at the point of decision and to the store staff making the recommendation.

The key insight was hierarchy: not all services are equal in urgency or relevance. The architecture created clear tiers — from essential protection to premium experiences — so customers could navigate to the right offer without needing a full explanation every time.

A simplified service architecture that grouped offerings by customer need. An iconography system that customers could read in two seconds — clear, consistent, category-specific. A unified visual identity applied across every touchpoint: in-store signage, packaging inserts, digital screens, receipt design, and call-centre scripts.

The guidelines were built for operational consistency — designed to be maintained by store teams without central oversight on every update.

The restructured architecture and iconography system made the services offer legible at the point of sale for the first time. Uptake of attached services increased, and the unified visual system gave staff the confidence to recommend what they couldn't previously explain.