The research identified that the target consumers inherently wanted to reduce their impact on the planet by shopping more consciously. There was an overall inclination for healthy eating and consumers showed that they valued food that was natural and unprocessed.
These insights helped me formulate an overarching brand line: Zero Waste, Eco Grocer.
From there I developed three brand pillars to help communicate the brand story:
100% for the Planet.
Eat well. Live well.
Your sustainable community grocer - Doing better by the planet with better prices.
I created a logo, style guide and brand strategy that set Kilogramme apart from other stores in it's market and articulated their story across multiple channels including website, print collateral, packaging, merchandise, signage, marketing material, shop fronts and store interiors.
Technology has conditioned consumers to believe they can get whatever they want, whenever they want, within minutes. It was a priority when designing the online store that consumers could easily navigate through the shop and make purchases in as fewer clicks as possible. It was also important that the online store shared the same 'feel good' vibe as the physical stores and there was absolute design consistency across the whole rebranding campaign.