Why did Dunn’s change its logo after so long?

For years, Dunn’s was easily recognised by its rhino logo and the tagline, “The Power People,” which accurately reflected its focus as an electrical company. Over time, however, Dunn’s expanded beyond electrical products to include hardware, plumbing, kitchens, lighting, furniture, home décor, concrete, aggregates, and blocks. Today, Dunn’s supports every stage of a project, from the foundation to the finishing touches.

While the company evolved, its branding remained tied to its origins. This need for alignment is the reason behind its modernisation, it says. Dunn’s was founded in June 2009 by CEO Steve Dunn, starting with about nine employees at 2B Derrymore Road in Kingston.

The company’s initial goal was to provide reliable electrical products and stand out through exceptional service. There was no extensive catalog of furnishings or building materials; the focus was strictly electrical. The commitment to reliability, quality, and customer care established the foundation for the company’s future growth.

Dunn’s expansion was guided by a key question: What else do customers need? Contractors often required hardware in addition to electrical supplies, while homeowners and developers needed a range of products for their projects. By listening to customers, Dunn’s recognised that purchases were part of larger projects, prompting the company to broaden its offerings to support entire projects rather than isolated needs.

It expanded its offerings to include hardware, plumbing, kitchens, furniture, home décor, lighting, concrete, aggregates, and blocks. This shift allowed the company to engage with customers throughout the entire building process, from initial construction to final finishes. As operations grew, Dunn’s relocated to 15¾ Red Hills Road, Kingston, to accommodate its larger product range, team, and ambitions.

However, the old branding conveyed a much narrower focus. “The Power People” was effective for an electrical supplier, suggesting expertise and specialisation. As Dunn’s expanded beyond power-related products, the brand no longer reflected its full scope.