RE-BRANDING - VISUEL IDENTITY - UI/UX - CAMPAIGN

Gavn

Fictitious case - Entrance exam at Design and Business Creative Branding KEA, fall 2024

  • BRIEF

    A new sustainable supermarket chain is about to open. The ambition and dream is to become Denmark's new innovative and sustainable supermarket chain that stands out from all the others.

  • THE TASK

    Develop both a new brand strategy and brand identity - as well as the launch campaign for the chain.

  • INSIGHT

    People don't trust companies on sustainability due to greenwashing.

  • SOLUTION

    To gain credibility, I emphasized that they should be transparent so that the consumer can quickly understand the intentions, e.g. by seeing the carbon footprint of products on the website or on packaging.

THE NAME

I wanted to create a supermarket that consumers can trust. I therefore chose the name “Benefit”, as the supermarket must benefit the consumer -> so that the consumer can benefit the planet and the climate, which those in the target group want, but find difficult to achieve.

The word 'benefit' is associated with being useful and helpful. It is a humble word that suggests a willingness to lend an extra hand if needed.