Rebranding a Hypermarket
O'key is a Russian hypermarket chain with over 150 locations across the country. Founded in 2002, it had accumulated a lot of baggage over the years of operations. Brand Manual started with a clear value proposition, setting it apart from competition. Cleaning up the identity, creating a defined set of signage and point-of-sale communication tools were a part of this.
The only thing that remained more or less unchanged was the logo. The process involved on-site discovery, interviews with customers and staff, competition mapping, shop layout review, navigation architecture, prototyping and building a full-scale test shop.
O’key hypermarkets before rebranding
Quick mockup prototypes to test design directions
A simple “dollhouse” model to narrow down the distinctive visual set of the brand
The initial set of basic identity elements
Signage mapping of a hypermarket, main visual beacons
First level of navigation – approaching the location, parking signage
Grid system of in-shop navigation
Helping visitors navigate through aisles
Key department design
Overall shop navigation and feel – less is more
Client’s iteration based on the concept / Image courtesy of O’key Hypermarkets
Parking navigation – concept and on-site application
Price and discounts information – visible yet not overwhelming
Visual Identity Book – Tone of Voice and main elements
Visual Identity Book – stationery and photography style guide
Visual Identity Book – graphic elements and signage application rules
Visual Identity Book – pricing guidelines
Visual Identity Book – other identity applications, from uniforms to vehicles
The result was a 150-page manual, serving as a guide for refurbishing old shops and building new ones. Based on our concept, ALEN Architects developed standardised hypermarket facade designs.
