Bluechipworld updates branding in bid for new investment


Company’s first corporate identity change for five year as logo and website are revamped

Bluechipworld is to update its branding to portray itself as more of a global company – with the aim of attracting new investment “to take it to the next level”.

The new branding (pictured right) is its first corporate identity change since it was established in July 2009.

The company’s “Bluechip: Clear. Innovative. Precision” logo will be replaced by “BCW”, with the words “Bluechipworld Sales and Marketing Ltd” below.

Emphasis will be placed on the letter ‘W’, with a picture of a globe within it to represent the company’s worldwide presence in more than 20 countries.


It will be shown off for the first time to the public when the company exhibits at the Hong Kong Electronics Fair from April 13-16.

Bluechipworld managing director Simon Hassell (also pictured right) said: “Since we were established nearly five years ago, there has been a lot of change at the organisation. The identity has evolved along with our growth, but has now become dated and needs a refresh to reflect the persona of the company.

“It’s vitally important that we take the company to the next level and is therefore very important to gain the interest of investors into the business.”

Bluechipworld’s website is currently closed while under redevelopment, with the new site going live later this month.

The home page will aim to portray Bluechipworld as a global company with a map of the world showing visitors where it sells its products as well as where they can be bought.

Its products are on sale in 23 countries, including the UK, Ireland, Spain, Germany, France, Italy, China, Hong Kong, Australia and all those across Scandinavia.

Bluechipworld’s retail partners include Apple and Harvey Nichols on a global basis, Tesco, Sainsbury’s, Selfridges, Argos,, and Mobile Fun in the UK, and Carphone Warehouse, O2 and HMV in Ireland.

Its brands include – iT7 Audio, iCandy, Silver Label, MiTEC (exclusive to Tesco), Casu and +One, with products across headphones, earphones, Bluetooth speakers, headsets, chargers, cases and device holders.

Mass appeal of Silver Label and +One products

Bluechipworld is also launching two new product brands to cater for all ends of the market.

Silver Label is aimed at both the mid-tier and premium markets and will feature Bluetooth speakers, headphones and headsets, earphones, car-kits, data and syncing cables and fitness bands. The logo will be shortened to ‘SL’ so it can fit easily onto smaller products.

The second brand, +One, will feature a similar product range but at an entry-level standard aimed at non-specialist retailers. Product packaging will be transparent so customers can see the product they are buying. Retail partners, product availability and pricing will be announced shortly.