ABOUT

The Brief:

SuperValu briefed Household to rejuvenate its brand position, identity, brand guidelines, the customer experience online and in-store, with the mission of enhancing the brand’s role in customers’ lives for food quality and modern community living.

Insight:

As we researched the target customer segments, it became clear that the supermarket trolley shop had expanded into micro-trips, destination missions, discovery missions and eat-in food experiences. This insight underpinned the move towards a ‘grocerant’ style experience bridging the gap between fresh food shopping and enjoyment of prepared food.

Our approach:

Brand experience design
Through a shared passion for food and the SuperValu smile, the brand experience is designed to be fresh, fun, modern and edgy, setting a new standard in shopping and eating experiences locally and building on SuperValu’s Irish icon heritage and active role in the community.

We designed a ‘shoppable food market’ to host quality fresh and on-trend prepared food choices. We introduced steel pavilions housing food concepts to include own-brand Caramico Pizza, Donnybrook Fair concession, and The Happy Pear vegan exclusive partnership, as well as kitchen, butcher, fishmonger, and deli concepts — creating food market theatre and sensory engagement. Each destination was designed to be easily adaptable with interchangeable elements — future-proofing the evolving food offer to changing customer tastes.

Recycled and re-purposed materials were used to set the purposeful eco-direction for kit. Open, lower fixtures elevate abundant and loose fresh produce so customers can choose to shop package-free.

Our approach:

Brand identity
Building upon SuperValu’s existing brand essence, ‘Real Food, Real People’, we created a ‘confidently simple and connected’ brand expression. From here we set about rejuvenating the brand by focusing our language around ‘taste’ and finding deeper connections within the community. We embraced the power of SuperValu red by transitioning it to a brighter, more youthful tone. This was complemented with a reductive palette of dark and bright greens, plus a bright white.

The result:

The store design sets a new standard for food retailing in Ireland through the radical move into prepared foods, whilst remaining a destination for the full trolley shop. The increased convenience footprint has seen an uplift of +30% on food-to-go and +60% on prepared meals. Donnybrook Fair +100%, The Happy Pear is +60% and own brand Signature Tastes is +70%. 80% of customers say the store feels more modern and is doing more to support the community, 75% feel it’s easier to shop and navigate. The store design rejuvenation is winning with customers through shared values.