Swedish chain shops for 20/20 look

20/20 has redesigned the communications package, including in-store design and brand identity, for Swedish supermarket chain Hemkop, as part of the chain’s attempt to shore up market share.

The chain was recently acquired by Swedish service conglomerate Axfood and the change of management has precipitated a change of direction for Hemkop, which has been losing its share of the grocery market, according to 20/20 managing director Rune Gustafson.

The consultancy has revamped signage, point-of-sale material, the written and visual tone of voice, the in-store service messages, as well as the identity and in-store design. It has also worked with Hemkop’s management on the supermarket’s brand values and provided direction for staff uniforms, which will be designed by an outside group.

Work will be test-launched at a refurbished store in Eskilstuna in August, and will be assessed for a period of three months. The identity and all in-store communications will then be rolled out across the 150-strong chain, while retail design work will be applied to an undecided number of stores.

‘Hemkop wanted to make sure it kept some of its traditional brand values, but redefine them in a contemporary way. We have worked across three broad value platforms – easy, enjoyable and well being. It wanted to build on its existing strengths to create a new format that will affirm Hemkop’s central position in the Swedish retail market,’ says Gustafson.

The consultancy, which was appointed in December last year, won the work without a formal pitch.

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