VkusVill
Development of an ecosystem for one of the most prominent retailers in Russia
- Bronze — Retail-branding
Popai, 2023 г.
VkusVill has long been not only a convenient grocery near the house, but also an online supermarket with delivery and useful services for customers. Today it is a huge business with different directions. And in 2021, for the first time since its foundation, the company changed its logo, corporate identity and slogan.
Among the prerequisites for rebranding, three main ones can be distinguished:
– revive the identity, make the brand bright and visible;
– rethink brand architecture and build an ecosystem;
– unification of corporate identity for online and offline.
LINII solved challenges step by step. Our creative team built on the idea of inclusiveness, sustainability and diversity. As in nature there are no two identical apples, so in the new logo there are no two identical letters. It just wants to tell us: "Don't be right, be real!"
The slogan, made up of the words that customers most often describe the brand with, now sounds like this: "Here, healthy tastes good." Along with a new visual image, it conveys the value of natural products with an honest and pure composition made by domestic producers.
The evolutionary mission of the company can be formulated as "healthy food is available to every person living in this country."
Besides the new logo the team also suggested the BB abbreviation for the online store. The varying width of the letters helps to make the monogram recognizable and characteristic.
An important component in advertising lines, large headlines and POS materials is the Villula Regular display font, designed by Yuri Gordon specifically for VkusVill.
An important component in advertising lines, large headlines and POS materials is the Villula Regular display font, designed by Yuri Gordon specifically for VkusVill.
From a design system point of view, this is a simple and flexible solution that allows to produce a large stream of communication layouts very quickly. It consists in combining two parts: a bubble with a message and an image. This technique helps to functionally zone the layout, and also makes it easy to adapt it to horizontal and vertical formats.
For branding communication layouts and advertising surfaces, branded patterns were developed in an applique manner. And healthy and tasty products are chosen as their plots.
The illustrative style of VV includes the elaboration of the style of not only products, but also characters. The design constructor allows to depict characters in different poses and actions, as well as create new emotions and characters for them.
Tatyana Yanysheva, Brand Strategist at VkusVill, shares her attitude to collaboration with LINII: «We are a company where there is a lot of freedom and change, so the limits, even if they are wide, are difficult. LINII made them supportive, not restrictive. In the middle of the process (we came to the agency with a brand platform and brand values), the entire team that worked on the project managed to truly feel VkusVill, boldly and with great taste expressing everything that was put into it».
In addition, the visualization of the loyalty program was redesigned: graphics and elements combined both online and offline communications.
