Giant
CREATING A NEW IDENTITY FOR ASIA’S FRESHEST SUPERMARKET
We were so excited to work with Giant on a huge rebrand of their supermarkets. The aim was to reposition their offering across their key markets in Indonesia, Malaysia and Singapore.
We partnered on
Brand strategy
Logo design
Brand visual toolkit
Tone of voice
In-store signage
Price communication
Price hierarchy
Brand guidelines
Client
DFI Retail Group
Sector
Retail
Location
Asia
We began by building the brand pillars with Giant, working with them to understand what they’d like to be known for – great quality at affordable prices and a warm welcome in every store. We developed the full rebrand including look and feel, tone of voice, brand personality and a fresh new logo ready for a full relaunch in Singapore.
The new logo is inspired by mango fruit, a popular food in each of the three regions. It has a smooth, organic shape and the best bit is that there’s a subtle smile hidden there. It anchors the brand in its direction of moving to a more friendly and supportive attitude that’s still rooted in value for the customer.
In store navigation was a real focus of the project too as Giant want to be known for their fresh offering. We gave these departments their own distinct yet cohesive looks, so they work well together as part of a suite, highlighting the services available from fresh juice to butchery and local seafood. The Dollar Store is where customers visit to grab a real bargain, and this too had to have cut through in store.
New colours and typefaces, photography direction, uniforms, illustration style, POS and more are all covered in the extensive guidelines we created for Giant to execute with their internal teams. A key consideration was how the elements would work across varying store sizes from smaller scale convenience spaces to sprawling (giant) supermarkets.
Our Design Director, Paul, saw this project from concept through to execution:
"It was an all-encompassing project, using the full power and breadth of our agency’s skills. Working collaboratively with our client through the process not only helped to deliver on brief but produced a result full of the energy we were all aiming for".
We’re thrilled to see the work come to life and we can’t wait to pay a Giant store a visit as soon as we can.
“Working with Tickety Boo has taken the Giant rebrand far beyond just a new logo. Everything from our brand principles to tone of voice have been considered. In-store, it all works together cohesively, delivering a value-driven, quality experience to our customers.”