Designing a fresh brand for a supermarket chain
tegut… wanted to stay ahead of the game when it came to supermarket branding. The company possess a unique position in the market—a family business with an anthroposophic focus, founded on the principle of selling good food responsibly. We created a strong brand identity to set them apart from, and ahead of, their industry competitors.
Covering all customer touchpoints, from store interiors and packaging to own-brand product lines and advertising, the new identity is modern, fresh, and makes a bold statement within the landscape of German supermarkets, an area not always associated with forward-thinking branding or design.
A key element of the new brand identity is the superellipse, a shape halfway between a circle and square, created by the Danish scientist Piet Hein. It’s a unique feature for tegut..., and provides brand orientation.
As well as the brand’s physical touchpoints, we also designed their website to fit with the new brand style, and documented all new design elements in a brand style guide to ensure the easy roll-out of the new identity across all new ventures and formats in the future.