Around ten years ago, our work with Netto Marken-Discount began with a thorough review of the brand. It became clear that the brand lacked a coherent system – even core elements such as the primary brand colour were inconsistently defined.
We developed a consistent brand system by redefining and aligning all key elements to reduce complexity and create clear visual logic across applications.
The focus was on sales-driven touchpoints. Leaflets and, in particular, the store environment were redesigned, introducing calmer core elements, clearer hierarchies and a fast orientation system. All relevant touchpoints were transitioned to the new system.
The rebrand was rolled out gradually and with care, applied only to new or refurbished stores, allowing the brand to evolve without disrupting operations.
Services:
BRAND ANALYSIS BRAND STRATEGY BRAND DESIGN BRAND DOCUMENTATION BRAND IMPLEMENTATION
The store environment had previously been characterised by an excessive number of communication elements, making orientation and clarity difficult. Over the years, additional store design elements in varying colours and materials had been introduced across the retail environment, further increasing visual noise and reinforcing an overall sense of inconsistency.
In a first step, we significantly reduced this complexity. All core elements were visually calmed and assigned to a coherent set of colours and materials. Building on this, we introduced a new orientation layer and developed a unified pictogram system. As a result, the entire shopping experience became clearer, simpler and noticeably faster from the customer’s perspective.
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