Iceland
Creating the coolest new stores
The challenge: Transform public perception of the Iceland brand and introduce a new demographic to both the stores and frozen food, while maintaining the brand's core strengths of quality and value.
Our approach: Reimagining the frozen food experience
1. Designed contemporary store environments
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We helped design and launch a fleet of smart, contemporary stores throughout the UK, all bringing to life the brand's quality and value proposition in a fresh, appealing way.
2. Simplified the shopping journey
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Simpler navigation made for easier shopping, helping customers discover the full range of products and enhancing the overall in-store experience.
3. Created a fresh brand identity
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Inspirational art direction, a brighter colour palette and a smile-worthy tone of voice came together to communicate a fresh new feel that would appeal to a broader demographic.
The solution:
Frozen, reinvented
Contemporary store design: The reimagined store environments presented frozen food in a modern, appealing context that challenged preconceptions about the category.
Educational POS: We used brand communications and educational POS to highlight the benefits of frozen food, helping to change customer perceptions.
Local marketing initiatives: Targeted local marketing campaigns helped introduce the new Iceland concept to potential customers in each store's community
Brand communications: All customer touchpoints reflected the new brand direction, ensuring a consistent experience that reinforced the quality and value messaging.
In-store navigation: Simplified wayfinding and product organisation made the stores more intuitive and enjoyable to shop.
Visual identity evolution: The refreshed visual approach with inspirational art direction and a brighter colour palette visually signaled the brand's evolution.
The results:
The store revamp was nominated for seven awards, including Food/Supermarket Design of the Year (Retail Week Interiors Awards) and Best New Store (Retail Week Awards).
“The store redesign has transformed how customers perceive both Iceland and frozen food. The contemporary environments, simplified shopping experience, and refreshed branding have attracted new customers while reinforcing our core values of quality and value.”
Spokesperson for Iceland