Despar
Redefining an iconic retail brand for today’s multi-channel shoppers
Powerful truth. Meaningful change.
Despar is a brand on the move. But growth always comes with complexity. So, to realise their growth ambitions, Despar needed to unify and reassert their values and iconic status without losing sight of the thing that sets them apart - a commitment to serving Italy’s local communities every day. Our challenge was to rearticulate that difference and apply it to multiple store formats across Italy.
The value of choice
Our first task was to craft a brand story that shifted Despar from their traditional ‘price driven’ positioning to a new ‘value added’ purpose. Our new ‘The Value of Choice’ platform was central to a diverse new design system which brought iconicity back into brand through its expressive use of the fir tree and ‘three bar’ assets - all supported by a verbal identity that reinforced the richness and varied nature of choice.
Identity in action
We re-energised an icon - turning the idea of identity into a new experience of the brand which was easy for shoppers to navigate and easy for retailers to deploy. And by being more visible, relevant and available, we helped reinforce Despar’s role as part of the fabric of Italian life.
Channel planning, channel winning
The key to success was translating the new Masterbrand story across three store formats, each one with a distinct identity and customer service offering. Our graphic identity system, photographic approach and tone of voice allowed us to deliver each channel message with precision and consistency:
Despar - local, convenient and community ready.
Eurospar - fresh, handy and family focused.
Interspar - value, variety and a destination experience.
