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The Campaign

MacLennans had recently purchased a brand new, 4,000 sq ft development, replacing their previous 2,500 sq ft unit, and required a new brand identity to launch the new store and to help increase sales and footfall.

AlphaGraphics worked closely with the MacLennans brand developing a range of designs. The final outcome delivers a clean, fresh and friendly new brand that portrays the quality of the product and offers a trustworthy, reliable identity to both existing and new customers. Following careful analysis of the retail marketplace and relative positioning of MacLennans, AlphaGraphics developed a clear and modern identity, creating a sustainable and consistent design that effectively communicates the brand personality and positioning in a variety of print and online formats.


Sales increased dramatically, by more than £33k, within the first five days of the new supermarket opening and trading under the new brand.

The brand identity also provided MacLennans with a more effective, unique logo and a strong, consistent identity that is seamlessly applied to every aspect of the supermarket’s daily activities and appealing, to existing and new customers alike.

“We developed a ‘brand identity’ for the MacLennans, focussing on quality, positioning, longevity, credibility and company culture. A range of different designs were proposed for the in-store signage, point-of-sale and marketing materials, communicating the key messages set in the brief.

Working on a project in a remote location such as the Isle of Benbecula was always going to be a challenge without the advantage of being able to visit the site.

To launch the project we set up an initial meeting with the client and his preferred architects and shop fitters in Arbroath, to discuss how the new store would ideally look. The layout and requirements for each section of the store was agreed and a detailed timeline plan set.

On approval of the initial designs a ‘creative suite’ was supplied with a variety of point-of-sale concepts using the drawings supplied by the architect. AlphaGraphics then manufactured and shipped all of the components to the client, which were then ‘fit’ by external fitters.”

- Mike Spruce, Account Director.


The campaign required a number of elements including:

  1. Brand Identity
  2. Logo Design
  3. Concept Design & Layout
  4. Uniforms
  5. POS
  6. Signage
  7. Supermarket Livery
  8. Navigational Signage