THE

VENTURE

FOLK.

Logo
Slogan
Colour palette
Typography
Icons
Image portfolio

Branding voice
Web design
Online store
POS integration

Food packaging
Merchandise
Signage
Shop fronts

Interior design

REBRANDING
CAMPAIGN

The Source Bulk Wholefoods is a global food store franchise that prides itself on sustainability, health, wellbeing and zero waste shopping.

 

This year, the Singapore stores were bought and rebranded under the new name 'Kilogramme'. This change offered the opportunity to create a cleaner, more modern image for the company, while also increasing their customer base with a wider aesthetic appeal.

Case Study
 

bag mock up.png
Kilogramme. The new eco grocer. 

Kilogramme promises the world to make it easier and more affordable to shop sustainably. At Kilogramme you can do better than recycling and say no to plastic altogether.

The main goal of the rebrand was to make conscious consumption something beautiful. Kilogramme’s competitive edge was the lower prices  compared to other zero-waste stores.  The new look's aim was to make you feel good about purchasing food sustainably, and draw you away from conventional supermarkets.

With the pandemic and shift in the way people shop, Kilogramme wanted to ensure that their online store would give their customers an experience just as pleasing as they would have in store. With their target market being Millenials (25-40 years old), Kilogramme also understood the need to strengthen their social media presence and have an aesthetic digital content that sold the Kilogramme eco-friendly lifestyle.

DISCOVERY
PHASE

Research began to gain a deep understanding of the bulk foods shopping context.

The rebrand had to set Kilogramme apart from the competition while staying in line with the broader trends in the specialty store and supermarket industry. 

Another important part of the discovery phase was deep-diving into the customer's expectations of bulk foods/eco stores. It was an opportunity to reveal any negative perceptions that the rebrand could counteract.

When gathering initial insights, I analysed four key areas:

Context

What was happening in the world?

 

Consumer

What do they want and need?


Competitors

What are they saying and doing?

 

Identity

What is our message / sets us apart?

CREATIVE
PHASE

Mind mapping and creating a mood board to develop a visual identity that reflected Kilogramme's core values while also setting the company apart from it's competitors.

The Source Logo.png
Mood Board.png

03/06

THE

VENTURE

FOLK.