No Frills, Loblaws
The brief was to completely refresh and redesign the business, retaining the existing customer base whilst also attracting a wider savvier audience. To do this the design needed to more clearly represent No Frills’ core value proposition by better representing their expertise in fresh and communicate their core brand attributes as a simple, honest local value for money grocer. Conscious of the demands of today’s savvy customer, we reviewed every aspect of the brand. This involved a redesign of the whole trading format, including trading identity, interiors, all in store communications, packaging and staff uniforms. The fresh hall has been better defined by the introduction of a "palette" wall and much warmer lighting hung from a new ceiling raft. Daily specials once advertised only above the check outs have now been integrated into departmental signage. Better signage also helps the customer at multiple points throughout the store journey. This aligned with warmer wall finishes of the corporate yellow and timber slows and makes the journey more enjoyable. The results have been demonstrated by the customer voting with an increased frequency of visit and spend. Our design for No Frills continues to roll-out across Canada. Photography by John Goldstein at A Frame Studio