The Kwiksave name has been acquired by Costcutter and will be relaunched alongside a new MyCostcutter premium store and a tweaked Costcutter brand.
The new Kwiksave identity ‘hints at the original colours and conveys a core value message, while creating instant recognisability and a brand feel that customers can truly resonate with,’ says Costcutter.
Design4retail retail design manager Greg Dove says the consultancy has been working with Costcutter ‘for around a year,’ first looking at its core Costcutter brand, ‘where we’ve revamped the existing white fascia,’ he says.
The consultancy won a three-way pitch in 2011 and are on a retainer with Costcutter which has recently been reviewed and extended ‘for at least another year,’ according to Dove.
Dove adds, ‘MyCostcutter is very sleek with a clean black and lime green finish and the Kwiksave design is very budget orientated with no frills’.
Design4retail has commissioned photography for applied store graphics which will be used in the Costcutter and MyCostcutter stores. The Kwiksave stores will use stock photography, according to Dove.
The new brands will be applied to signage and wayfinding in stores, and uniforms.
Store launches are expected in April, according to a Costcutter spokesman who says some of the Kwiksave and myCostcutter stores ‘will be converted from our own estate and some will be new retailers.’