Crabtree Hall goes to Iceland

Frozen food giant Iceland is trialing a new identity by Crabtree Hall which could soon be rolled out to all 760 of its UK outlets.

Last week, the retailer unveiled a concept store in Hazel Grove, Stockport, which will test the redesigned identity plus a complete refit of in-store freezer cabinets, floors and lighting. The format, also by Crabtree Hall, will continue to be refined at further new stores, including Sheerness, Kent, which opens next month.

The Stockport showpiece will serve as the initial blueprint for future stores, as well as for adaptations to existing ones which have just been refitted with point-of-sale material and colour coded section layouts.

Crabtree Hall has been working in tandem with Iceland’s newly appointed ad agency HHCL. Crabtree Hall partner David Mackay says the design consciously reflects the mood of Iceland’s upbeat rebranding.

“This is the starting point. By the next couple of stores we will start to see even more radical designs. We are also looking at trying some element of interactivity in the stores,” he says.

Iceland in-store marketing manager Helen Brannan says: “The design is a bit more quirky and fun. Any elements of Hazel Grove we think work we will incorporate into our other stores.”

Iceland has sought to reposition itself as a force in home delivery with the launch of a grocery shopping operation accessed by telephone or on-line.