From Supermarket to an Urban Food House
Positioning and updated visual identity for Irma

In 2018, the Danish grocery brand Irma presented their new business strategy; “The Urban Irma 2018-2022”. Based on the new strategy, IDna Group was assigned to develop a new positioning for Irma in the highly competitive grocery sector. As a result of the new positioning, it was assessed that Irma’s visual identity should be revised and renewed in order for the visual expression to support the new positioning and strategic direction – A change in design is the strongest marker of change.
Logo and colours
The Irma logo is well-known and loved, why we have kept the logo in its original form. We have redrawn the logo and adjusted the primary colour to a fresher shade of blue, in order for it to match the desired positioning and “Irma attitude”. 
Research shows, that people subconsciously judge a product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on colour alone. With this insight in mind, we decided to introduce a range of new contextual colours. 
 
Identity elements
With a strong visual heritage comes a range of identity elements. Our job was to go through the visual toolbox, clean up and add new elements to where there was a need. The well-known Irma-girl shall now be put into play in new ways, as she is a strong symbol for Irma. Up until now she has, to some extent, been over-used, and with the new “system” in place, she will be getting a new role in the future, with the right amount of attention. She has kept her original shape, but is e.g. now also used as a watermark, tone-in-tone in the new colours. 
 
The checkered pattern is an easy recognizable element in the Irma design, and it is known from the iconic blue pack with Irma coffee. The pattern states “Irma quality”, and therefore we have re-introduced the pattern in a new and extended way for a more cheeky and bold expression, which also highlights the quality in which we can rely on, when shopping in Irma. The check pattern can now be used in many ways, as a background, as the primary element or in the photographic style where products are shown on a background of tiles. 
 
Furthermore, we have adjusted and renewed the price marker system and systematized the use of other identity elements, such as the “Irma heart”. 

The revised visual identity includes, among others, a subtle redrawing of the logo and a refresh of the primary colour, introduction of new secondary colours, new icons and new photographic style, plus a new way of putting both the check-pattern and the “Irma girl” into play.
Credits:
Images of supermarket leaflet: Republica
Poster photo – “køb dig mere tid”: Büro Jantzen
Irma - Updated visual identity
23
248
2
Published:

Irma - Updated visual identity

Positioning and updated visual identity for Irma We were asked to revise, renew and further develop the visual toolbox for Irma, so the visual i Read More
23
248
2
Published:

Tools