Allen International work adds up for Plus brand

Allen International has completely rebranded Dutch supermarket chain Plusmarkt for a “substantial six-figure fee”, according to Allen creative director Aubrey Ghose.

Allen secured the contract following a three-way paid creative pitch against a Dutch group and an international consultancy.

It has renamed the retailer Plus and created a new identity; redesigned own-label packaging, signage systems and uniforms; and created a new in-store layout.

“It’s the first job where we have been able to do the whole thing. It was great being able to redesign the packaging of their products as it allowed us to integrate the new brand identity into every aspect of the store,” says Ghose.

The designs were piloted at the end of last month at a prototype site in Boxtel, near Eindhoven, and a full concept implementation will occur next month at a store in Maastricht.

About 20 per cent of the work has been refined following the test, including the colours of the interiors and internal signage.

The in-store concept includes chronological sections of products that correspond to meals eaten throughout the day. “We wanted the customer to feel we were providing solutions instead of just another food shopping outing,” adds Ghose.

A rollout of the identity, signage systems, and uniforms will be carried out across approximately 300 stores from the summer.