MacLennans supermarket approached AlphaGraphics following a referral from national retail chain Nisa. MacLennans had recently purchased a brand new, 4,000² ft development, replacing their previous 2,500² 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 delivered a clean, fresh and friendly new brand that portrayed the quality of the product, and offered 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 communicated the brand personality and positioning in a variety of print and online formats. The campaign required a number of elements including brand and logo identity and design, uniform, POS and navigational signage design.
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, appealing to existing and new customers alike.
“We developed a brand identity for MacLennans, focussing on quality, positioning, longevity, credibility and company culture. 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, so 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. We were able to successfully print and ship from a distance, ready for installation.”– Mike Spruce, Account Director
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