Creating new retail identity – design that reflects brand personality

AB Vassilopoulus supermarket chain, part of Ahold Delhaise Group, reached out to get assistance for their pilot store in Maroussi, Athens. 

The brief was to create all customer level communication to highlight a variety of product offers, such as good price, local produce, loyalty offer and many more. The task was challenging, as the timeline was limited and we needed to first understand the company philosophy, marketing strategy and the brand assets. 

Our focus was to create a simple and efficient communication platform that was easy to understand by customers and use by store staff. There were some historic elements and colours that needed to be retained. But the end result exceeded AB expectations. The proposed new system was very simple but commercial, clear to everyone and low cost to implement. It answered strategic questions about AB future brand direction and communication style.

‘‘… I need to express once again my gratitude for all your support. The speed, accuracy, strategic approach and understanding of our challenges is amazing! 

We are grateful to have you on board. Thank you so much once again!’’

Olga Michalopoulou

VP of Marketing & Format, AB Vassilopoulos, Greece