Omni brand experience


Spatial brand concept
Omnichannel experience
Digital design system
Click and collect
Self check out
Packaging design
Retail concepts

The updated look for Willy’s – one of Sweden’s largest chains of grocery stores – was created to give the brand a more zestful, vivid and modern feel. A design approach that seamlessly merges the physical store concept with the digital experience of e-commerce platform and app.

Bolder and cleaner was our guiding principles when developing the design and functionality of both digital and physical spaces. To ensure a coherent experience, a new tone of voice was developed for all in-store communication. To create an improved and more streamlined shopping experience, the design and functionality of both digital and physical spaces was developed simultaneously to ensure a synergetic design experience.

Few but hardworking elements.

Inspired by the pure red brand color, a broader reddish color scheme was added along with a light wood material. A new signage system, inspired by current and early versions of well-known pricing signages.
All together the new Willy’s store concept and e-commerce expresses a minimalistic, straight forward, and uncluttered design, focusing on fewer components with greater impact.