Inspiring redesign: the path from an online service to a local store
The concept of "Okolo" (Nearby), owned by X5 Group, initially assumed a food delivery service. The online format was aimed at a young digital audience and had a corresponding "hipster" design. Over time, the company closed this project in the delivery format and decided to move to the offline format of small stores, thereby significantly expanding its audience. "Okolo" is part of the X5 Group, which means that the stores will use all the advantages - purchasing capacity and the X5 loyalty program.
The LINII agency had to rethink the identity of the project, make it more down-to-earth and understandable.
The original salmon and mint coluors were preserved, but adapted for printed materials and offline design.
The entire developed design system is structured in a guidebook.
