We maintained the values achieved by the company during its 20 years of operation, and we added new value to the business. Some visual aspects such as color palette and the structure of the brand were also held to ensure that their audience would understand the redesign as a natural solution to the business growth.
One of the most important stages of the project was to define the persona that would guide our process: a cheerful, festive, welcoming woman, concerned with the comfort and welfare of the people who would get in her home. She likes to work hard, accompany the progress of the people around her and is highly committed to quality and satisfaction of all the aspects of her work. Besides having many friends, she loves where she lives and cheer for the development of the region.
With the persona in mind, the new brand and visual identity began to be designed and defined. The adopted option has rounded and friendly shapes, in addition to present the name of the supermarket strengthly and at the same time, subtlety. The yellow and blue were updated as well as the graphics presented in the visual identity.
The current gimmick has also been rethought in order to express the joy, the family aspect and the dynamism by which the supermarket and its owner are recognized for. Gimmick variations enrich the applications of the brand and strengthen the positive aspects of the business.