This is a rebranding project for a chain of grocery stores. It has 130 employees and a daily customer base of over 25 000. The task was to transform the perception about the company by giving it new positioning, a new brand promise and a new branding strategy that will follow the redesign of the visual identity.
The logo of the company was a illustrated crocodyle for which the customers actually showed fear and uneasyness. The new version of the logo is still based around the symbol of the crocodyle but this time focusing only on the head as the feature of the body that communicates to audiences most effectively. I avoided all the ruggedness, sharp edges and menacing features and translated them into a friendly, warm and chearfull character.
I redesigned the existing design elements such as the colors and the scewed stripes into a fresh, modern and light look that is pleasant to the eye. I also added a texture of grocery items in a way so it reminds people of a tablecloth, usually seen on the dinner tables.
Every market got its new and fresh identity which is in line with the previously existing shopwindow treatment, ensuring continuity of the brand story.
After the rebranding process took place, the company saw consistant yearly growth expanding to 3 new locations in the city and opening job positions for new employees. Today the company's identity is recognized by the majority of the population in the city and some of the citizens are requiring new stores to be opened in their neigborhoods.
