Dalziel & Pow works with South African retailer Mr Price

Dalziel & Pow is working on a new brand identity and store concepts for South African retail group Mr Price.

The consultancy will create new concepts for its three retail chains: apparel, sport and homeware.

Dalziel & Pow was appointed to the project in October 2010 having been approached by the Mr Price group, which has over 800 stores across South Africa, on the strength of its credentials.

It has been briefed to create individual concepts for the three areas, while bringing them in line with a new brand idea for the group. It will also create new packaging and in-store graphic communications and sigange for each.

David Wright, marketing director at Dalziel & Pow, says, ‘It’s a large business and there’s a lot of affinity for it in themarket, but the competition is becoming stronger in terms of local competition and international imports – the challenge was how to move on.’

The project saw Dalziel & Pow work to identify and reinforce the brands’ common identity, whole ensuring that shop fascias for each arm have an individual identity. Each is differentiated by variations on ‘scale, change in pace, and sensitivity to materials and colour palette’, according to the consultancy.

The apparel arm will focus on its ‘casual and fun attitude’, while the homeware brand aims to create an ‘informal relaxed approach to home furnishings.’

The first three prototype stores to roll out the new concept will open in Johannesburg in November.

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