Bringing out a brand’s best in Malaysia
With roots going back to the 1950s, what started out as a small neighbourhood grocery store in Kuala Lumpur has now grown to a chain of premium grocers spanning Malaysia’s Klang Valley.
This continued expansion over the years had resulted in disparate visual assets across stores, and the Village Grocer team was keen to tidy up the brand, as well as create consistency across sites.
Based on our success working on similar projects around the world, the Village Grocer team tasked Whippet with bringing this refresh to life.
Getting up close and personal
Before getting stuck into the design work, we flew to Malaysia and met with our client for several immersion sessions and store visits. Together we created a clear path forward – one that would allow Village Grocer to make the most of its proud history of commitment to quality and help in its mission to be the leading premium supermarket chain in Malaysia.
A fresh new take on a trusted brand
With a solid plan in place, our next step was to get down to the nuts and bolts of creating a consistent kit-of-parts to run across in-store communications. We built upon the established Village Grocer visual identity and introduced a gently playful tone of voice that allowed us to shine a light on some of the brand’s impressive practices.
Cooking up a new look in-store bakery
Part of our project was also to create a distinct look and feel for Village Grocer’s in-store cafè-bakery. Rather than designing it predictably like a high-street baker with distressed type and fat serif fonts, we opted for an aesthetic in line with the core brand – with a few natural touches to add credibility and delineate it from the industrial feel of the store.
The project covered
Brand strategy | Brand guidelines | Asset creation | POS design | Sub-brand creation