The briefing of this pitch was ‘sharpen up the formula of Deen’. We created a strategy to clear up touchpoints that we think are left underexposed within the Visual Identity, Retail Environments and Flower Department. We rebuild the brand journey from there.

The logo is cleared up by removing the white frames and blue box in the original logo. Instead, we pushed the blue colour to make it a prominent brand colour by introducing it in the photographic direction. For retail we visualised the stores in a more qualitative experience and clear routing. Replacing glossy PVC by natural materials, to encode food departments by materialization.
Plans not executed, too revolutionary for the client, January 2018. All images are for presentation purposes only.

Design team: Mark Roos & Kim Seijmonsbergen. Managing partner: Mr. Brand

DEEN Supermarkets