THE TASK

In 2006 SuperBest decided to incorporate the two supermarket chains, ISO in the Copenhagen area and Dreisler in northern Jutland, into the SuperBest chain with effect from April 1st, 2007. This positioned SuperBest as the biggest supermarket chain in Denmark with more than 220 outlets.

Firmly rooted in local business acumen with the focus on foodstuffs, SuperBest defined its new vision as ”Denmark’s Preferred Food Market” and implemented a redesign of its visual identity to express the best from each of the three brands.

THE SOLUTION

An honest, straightforward and recognisable solution was called for. Sufficiently flexible to be effective in every conceivable context, both internally and externally, from business cards, shopping trolleys, bags, uniforms, interiors to advertising boards and facades.

The identity features three main elements: a logo, a colour palette and a series of image photos.

The logo is a shopping bag filled with fresh foods – a direct reference to the new vision - supported by a green colour palette, which expresses freshness, quality and taste, and at the same time markedly differentiates itself from its competitors. The image photos are honest and straightforward, showing primary produce with no staging or styling.