Despite its status as one of the largest operators dominating Sri Lanka’s growing retail sector, this was the first time the “Keells Super” identity had been redesigned in 25 years.
Struggling to capture the interest of increasingly savvy consumers with a lacklustre brand that lacked differentiation, Keells needed a new modern identity and brand communications strategy that epitomised the “freshness” and convenience of grocery shopping in a leading retail environment.
We decided the most powerful way to revitalise the tired brand and shift broader customer perceptions about the freshness of supermarket produce in Sri Lanka was with the radical redesign of both the brand identity and heart of the brand itself – the store.
The design needed to position Keells in a unique space in the hearts and minds of Sri Lankans. Insights told us that the market was looking for someone to deliver quality fresh produce and grocery items, the brand needed to support this strategy, a major shift for the client.
Bright, modern and crucially, designed to ensure Keells is synonymous with freshness, the new brand identity and “fresh” store concept position the supermarket as a leader in the retail sector. Reinforcing freshness at every customer touch point, Keells’ debut concept store saw sales increase 20% in the first month.
With trading performance easily exceeding targets amid glowing customer feedback, Keells were quick to roll out the same superior retail experience across all of their stores. As of June 2018, 13 new-look stores had been built, another 30 refurbished and a further 250 planned for delivery over the next few years.
The new brand delivers a bold statement to everyone that experiences it, a confident statement that not only evokes a reaction from the customer but galvanises the entire Keells team behind a brand that they’re proud of.
The vivid green exterior featuring new lighting and signage delivers a memorable first impression of freshness, as well as an excellent opportunity to stand out from competitors. Spacious aisles and the addition of destination ‘hero’ areas, including a Tuk Tuk, juice bar, ‘Foods of the world’ section and extended hot food offering, disrupt the monotony of grocery shopping and delight customers, prompting a new affinity with the brand.
The tight deadline, 4.5 hour time difference and sheer geographical distance called for innovation! We embraced traditional design methods alongside the latest 3D modelling and VR technology to visualise our store concept. This allowed us to walk the aisles of the Sri Lankan development from our Melbourne office, thoroughly inspecting every new feature well before any construction began
Our ‘Colombo Pop’ design scheme translated to packaging with ease, ensuring the new visual identity carried through to all aspects of the new store experience, delivering a truly integrated brand for the customer