The consultancy won the business by referral from a third party and carried out a five-day workshop and credentials pitch to take the contract.
The hypermarket is a family-owned independent chain that will look to target local and expatriate communities in a complete repositioning driven by Vivid Brand.
Gideon Karmiloff, managing director of Vivid Brand, says, ‘Dasman will come under competition from Western supermarkets, but they’ll just be rolling out flat-pack designs out here. [Dasman] is looking to defend its territory and can offer both local halal and say, Brie and Parmesan for expats.’
‘First we’ll redesign and reposition the identity to make it relevant for the next five to ten years, and then we’ll look at designing the store itself, to offer differentiation.’
The design will be implemented in both stores by October.