We realised that while IGA’s diversity was sometimes a weakness, it was also their greatest strength. While their competitors could roll out nationwide campaigns and projects at the drop of a hat, they could never truly tailor each store’s individual offering to suit its local area. And that’s exactly what some of IGA’s most successful stores and storeowners were known for.

Our creative idea? ‘To celebrate the voices of IGA’s independents’. It became a rallying call for IGA’s employees – encouraging them to flaunt their individuality and make their voices heard. And it also became a great lens for approaching the brand – putting people back at the heart. In fact, it became key to achieving IGA’s new purpose – to put the heart and soul back into grocery shopping.

The new brand has been executed across a plethora of channels – from print and digital to in-store and online.

The signwriting-esque typeface evokes a sense of the good old days, when time seemed to move slower and your grocer knew you by name. The varying styles represent multiple voices, and create a system that guides customers around the store. (For example, customers who want to learn more about products and their origins look out for the Knowledgeable typeface, while our Passionate typeface adds warmth via more lighthearted messaging.)

What’s more, the identity encourages each store to be unlike any other. It creates opportunity after opportunity for team members to make their voices heard, providing the tools and templates they need to do just that. And thanks to a bespoke logo generator, every store has its own unique logo, celebrating the traits of its local community.

The brand has only just launched, so it is too early to see any quantifiable results. However the qualitative feedback from clients, customers and media have been very positive.