Building big ideas 111

Branding is often about capturing a customer's idea, sharing their dream. The challenge for us was making that work across 37 sites and a 2.5-hectare pilot site.

Mr William T. Belo

Wilcon Depot, like many success stories, began with very humble beginnings. Built-in Quezon City, Manila in 1977, Mr William T. Belo’s first Wilcon Builder’s Supply carried an extensive array of construction and finishing materials from both local and international markets. A few years later, new branches began to appear in both metro and provincial locations.

In 2003, Mr Belo launched a sister company, Wilcon Builder’s Depot. These branches boasted a bigger expanse, a complete selection of products and unsurpassed services. Through the last 15 years, the sister company has sustained continued growth alongside its predecessor.

Now listed on the Philippine Stock Exchange, Wilcon is a true Filipino success story. Today, the Wilcon brands include Depot, Supply, Home Essentials and Online. In 2017, William T. Belo accepted the Philippine Retail Association President Award for building their big idea.

The big idea

To date, Wilcon Depot and Home Essentials have grown to 17 branches in metro and 20 in the provincial Philippines. The goals at each of these locations have not only been to deliver high-quality products but the utmost in customer satisfaction.

Wilcon identified that visiting customers arrive that a Wilcon branch with dreams of building their big idea. It’s where an architect, builder develop, family or individual can purchase anything needed to develop their dream. From a DIY improvement to an estate of condominiums. Wilcon needed to improve the brand image, enhance the customer brand experience and revitalise the in-store customer journey.

The challenge was to develop a brand architecture and identity that positioned the Wilcon brand as an international brand while maintaining its Filipino personality and origins. From strategic and creative ideas to the tactile retail experience, store planning and interior design, Wilcon needed to partner with a who could.


  • Wilcon

Retail Brands

  • Wilcon Depot
  • Wilcon Supply
  • Wilcon Home Essentials
  • Wilcon Online

Private Label

  • By Wilcon (suppliers endorsed by Wilcon)
  • Bill the Builder

It was in 2010 when Wilcon decided to change its retail branding with [Diadem]* as its design consultant. From our former cluttered looking store, [Diadem]* helped us strengthen our presence by providing standards that will bring home shopping into a whole new level.

William T. Belo | Chairman, Wilcon Depot Inc.

Reimagining a retail brand from the ground up

We entered this journey with Wilcon beginning with a feasibility study on how to re-imagine and improve the customer journey at a refurbished site 2.5 Hectares in size at Libis Manila. Ultimately culminating in the re-organisation of the store to compensate for retail space taken up by an improved car-park and expanded to the new mezzanine retail floor to ensure the maximum impact of retail space.

Providing brand consistency, standardisation and economies of scale, we introduced new brand guidelines and design standards. The design included a kit of parts that was piloted at Libis Manila site and could be applied to new greenfield sites and retrofitted to existing Depot branches. The interior design of the store was rejuvenated, including new store signage and graphics.

In addition to the implementation and retail strategy, we helped Wilcon establish a new brand identity that encompassed a new logo, brand architecture and tagline. Mr Belo commended the brand as “easier to communicate our vision to our target market, telling our story that we do not only just provide materials, but we also help come up with the ideas and vision for everybody’s home”.

We are thankful to Diadem* for making sure that our stores can not only cater to the needs of the consumers but also in establishing a more convenient way of home shopping.

William T. Belo | Chairman, Wilcon Depot Inc.

* Replacement for RedGoodss in the original testimonial. In 2017, Diadem merged operations with Hong Kong-based RedGoodss who were originally contracted to carry out the above worked.

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