REBRANDING OF WELMART HYPERMARKET CHAIN

General data

“”Velmart”” are hypermarkets focused on discounted sales. It is one of the five most influential supermarket brands in Ukraine. The target audience is buyers with low to medium family budgets. The former visit the hypermarket due to affordable prices. The latter are happy with the large range of products.

Case

The client needed to create an updated brand design for the entire Velmart chain. The task is voluminous and complex, consisting of many small steps. The design is required to keep up with the times and build customer loyalty.

Marketing research of the market and audience of supermarkets

More than 50% of Ukrainian shoppers take their groceries to the supermarket two or three times a week. Thirty-two percent of customers shop daily. People prefer to visit the same market: 32.7% of consumers make all their purchases in one store, and 63% go to 2-3 stores.

When choosing a supermarket, the consumer is guided by three main parameters:

convenient location (80%);
large assortment of goods (61%);
affordable prices (61%).

Service comfort is important to 20% of Ukrainian shoppers. Taking into account the information received, we rebranded, created a brandbook, a guideline, and a merchandising manual for the Velmart hypermarket chain.

Color scheme, logo, fonts

Logo

Pros of the new variant
The logo has acquired new lines, softer compared to the previous mark. Their number has been reduced, making the sign simpler and easier to understand. The gamut of the logo is now brighter.

Before

After

Brand block

Protection zone

the space around the logo where other elements cannot be placed. For the new logo, the zone is 3X, where X is the height of the text. The minimum for block size is 3 cm. The maximum can be any size.

Building a brand block

Gamma

The main corporate colors for the hypermarket chain are yellow, red, white. Turquoise and orange are used for accents. The new colors are good at attracting attention and at the same time not causing rejection.

Fonts

The main font is Exo 2, readable on all media and surfaces.

Exterior design

Wall signs

The main sign is located above the main entrance, in the center of the red frieze. If the frieze cannot be installed for some reason, a wall sign can be placed on a white (light gray) wall.

Banner constructions

Advertising
billboards

Billboards are designed in two ways:

logo plus slogan;
brand block, with the graphic mark on the right side.

Billboards

Advertising
billboards

It is obligatory to put a vertical die with the brand name. The location of the mart is indicated on the right. On the other side is the name and price of the advertised product. The photos have light and minimalistic backgrounds so that nothing distracts from the perception of the product.

Navigation
billboards

In navigation billboards, the vertical block is on the left and the signage is on the right.

Booklets and posters

Design
printing

In the brandbook we formed standards for printed products: the size of elements inside leaflets with booklets, their location on the page, the composition of texts and graphics.

Shop floor decoration

Cash registers

The brandbook also sets out the rules for the design of the checkout areas. The casings of the cash registers are painted red. Branded decorative signs are placed on the side and front of the cash register.

Store Navigation

Orientation
in the hall

For the convenience of customers, signposts have been developed for the product zones of the hypermarket and their standards have been formulated. Signs with the name of departments shall be designed in the company colors and appropriate font.

Orientation
in the hall

The departments themselves also have internal navigators with simple and easy-to-read icons to help customers navigate easily around the store.

Orientation
in the hall

Pointers in the vegetable department feature appetizing photos of fresh fruit.

Price tags

Design of
price tags

We have created multiple price tags for different customer purposes:

the big ones are promos and promotions;
the smaller ones are food racks;
discounted.

We have also compiled standards for their design.

Employee uniforms

Design
uniforms

The corporate identity is repeated in the uniforms of the employees. Standards have been developed on how to design uniforms for different seasons. Employees wear T-shirts, aprons and vests in the appropriate colors.

STM

Labels of goods produced by Velmart under its brands “Hit Product” and “1” are also designed according to the company standards.

Kasir call scripts

Instructions-scripts
for communicating with
buyers

The style of the company is also visible when you interact with its employees. We’ve created guidelines for network employees who interact with shoppers in one way or another.

Internet promotion

Graphics and standards
for the online space

Internet promotion has its own peculiarities. We created templates for websites, social media hats and logos, and added standards to them by which they should be applied.

Souvenirs

Transportation

Result

The new brand looks fresh, attracts attention, creates an atmosphere of coziness, trust and high activity. In order to keep the corporate identity without distortion, we created a brandbook, a guideline, a book with merchandising standards. All documents were handed over to the client.

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