Value how the
locals like it.

In the last ten years Australian grocery retail has gone from cosy to hyper-competitive. This is especially true for independent grocers whose margins have dropped as competition has increased. In response, we were asked to develop the brand positioning and identity for a new large-store format that could help IGA compete on price without eroding the overall IGA brand positioning of serving local communities. To achieve this, we chose a bold visual identity system that captured how Supa Valu makes life easier for its customers, while saving them money every day. We reinterpreted aspects of the IGA design language in a more heroic manner and developed a ‘benefit box’ that highlights how the format offers more ease and better value.

Client
Metcash

We think business
Business model development, consumer research design, category mapping, portfolio architecture, value proposition, stakeholder engagement

We orchestrate brand
Brand strategy, brand architecture, brand identity, brand voice, key messages, brand guidelines, brand application, communication strategy