‘New generation’ of Kwik Save stores emerges

Design House is creating new interiors for Kwik Save’s 900 stores and is amplifying and simplifying the chain’s branding. The consultancy is also reviewing graphics, merchandising and promotional display.

“We would like to be involved in packaging,” says consultancy chairman Tim May. Earlier this year Kwik Save introduced a new 152-strong range of mid-market own-branded products designed by The Chase (DW 2 May). The Chase continues to work for the chain, says Kwik Save marketing director Phil Smith. Design House is also tweaking the logo to standardise it and improve legibility.

One “new generation” store designed in-house is open in Northwich, Cheshire. Design House is involved in the next five stores – one of which opened in Shrewsbury last week – and from that learning process the concept will be rolled out.

The existing environment has suffered because of the chain’s focus on keeping prices down, says May. “Our idea is not to punish people but to give them a better time [in store],” he adds.