User:Jean-Paul Morresi

Watt International is the integrated retail strategy, branding and design consultancy founded by Don Watt (February 9, 1936 – 23 December 2009). Founded in Toronto, Canada, the company was among the first agencies to envision a system of branding that unified the entire shopping experience. Watt International and the exceptional talents it has employed through the years are credited with innumerable innovations that shaped the face of retail across the globe, including the popularization of retail formats, introducing premium private label brand design to the North American Market, and the early application of the principles of holistic branding and integrated experience to retailers and non retailers alike. Some of the more recognized brand designs include Home Depot’s orange logo and store concept, Sam's Choice, No Name and President's Choice. The company founder, Don Watt, was the first designer to use photosymbolism on packaging, for Nestle Instant Coffee.

History[edit]

The Founder[edit]

Don Watt was born in Regina, Saskatchewan. His father worked in the military and his mother would often paint pictures while his father was on duty, this inspired Don early on to pursue a career as an animator. Don graduated from the Ontario College of Art for industrial design.

Don Watt’s first job after graduation was for A.V. Roe, working on the design for the Avro Arrow and the “flying saucer”—a special project for the U.S. Army. Don went on to work for Warner Brothers in California, doing animation for Bugs Bunny, but then soon moved onto retail packaging and environment design through Don Watt and Associates, who would go on to be rebranded The Watt Group, and eventually, Watt International.

In 2006, Don Watt was inducted into Canada’s Marketing Hall of Legends under the category of Enablers – representing those who provide excellent brand-building expertise. In 2008, he was inducted into the Private Label Hall of Fame. He sat on the board of Aastra Technologies, Menu Foods, Pet Health, Cosmetic Essence, and Immunotec Research. Don Watt was a regular contributor to Private Label Magazine, as well as numerous publications who called on him regularly for his retail expertise.

Don Watt passed away in 2009 after a stroke at the age of 73. In November of 2017, Don was posthumously named an Alumnus of Influence in the Legacy category by his alma mater, OCAD University.

Watt International[edit]

In 1966, Don Watt and Associates was founded. Soon after, the firm landed the account to redesign the Nestle brand in Canada. During the early inception of the firm Watt also worked on the design of the Canadian Pavilion at Expo 67.

In 1973, Watt was hired by Galen Weston, to help resuscitate the Loblaws brand. Watt designed the brand, stores, packaging for “no name” generic products, “President's Choice” premium products, “Too Good to be True” nutritious healthy products and “Green” for environmentally friendly products.

Soon after the product launches, Watt suggested that then-current spokesperson William Shatner be replaced by Loblaws president Dave Nichol, after Shatner’s availability became limited by his involvement in a new television series. The enhanced store flyer featuring Nichol’s product picks, The Insider Report, soon followed.

In 1987, The Watt Group was recognized by the Harvard Business School for developing solutions to classic profit-improvement problems, using strategic design to effect change in consumer response.

In 1992 The Watt Group was sold to billion dollar company, and longtime client, beverage maker Cott Corporation. The purchase was meant to facilitate the marketing of branding services and branded products to retailers across North America, Europe and Australia. From 1992 to 1999 The Watt Group flourished within the association with Cott. Cott CEO and major shareholder, Jerry Pencer hired Gary Oakley as creative head, Ted Zittell as retail strategist, and engaged Ira Teich as CEO and Managing Director of the Watt Group. The Watt Group grew rapidly and profitably under this format until the death of Cott's founder and chief shareholder, Jerry Pencer in 1999.

In 1999, Don Watt bought back the company, with the help of Envoy Communications, and merged it with the International Design Group (IDG) to expand the business's offering and better deliver his vision of holistic retail experiences. The company was rebranded as Watt International to reflect its scale and the global reach of the company's work and influence.

Today, Watt International operates as a truly integrated retail agency. Beyond branding, store and packaging design, Watt International offers a broad range of strategically led creative services, addressing all of the channels and touchpoints that impact retail experience, be they physical or virtual, rational or emotional.