B&Q's commercial and marketing teams brought in 20/20 to redefine its kitchen offer and transform B&Q Select into a customerled proposition. The consultancy's research showed the most important criteria for customers were 'quality' and 'style', which led to a new brand positioning to change customer mindsets about the original brand. Two traditional English names, Cooke and Lewis, were selected because they implied heritage, and they were used in combination to replace the B&Q Select brand. Consistency was maintained across all communication platforms with a toolbox that revolves around the customer benefits of quality and style.