The Brief

Create a brand image to convey the essence of this Dutch department store

Featuring the functional V&D lettering, Holland’s biggest chain of department stores failed to capture the brand spirit, its customer friendly culture and diverse merchandise. It needed a more evocative identity to sit alongside the corporate letters and be used around the store on packaging, communications and signage.

The Solutions

A tree of choice to unify all consumer touch points

We developed an organic tree of choice icon, which signifies both the personable and diverse face of the brand.

The tree can be used as a brand mark on signage and vehicle livery and it also breaks down into branches for use on packaging. The design was adapted across product ranges to reflect the retailer’s desired ‘Good, Better, Best’ merchandise offering.

The Results

An enduring brand statement

BrandMe’s holistic branding strategy was adopted throughout the store’s environmental design. The tree of choice identity was used extensively to harmonise all consumer touch points in and out of the store.

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