Iceland:
New store concept

Skills:
Creative strategy
Brand identity
Tone of voice
In-store comms 
Local area marketing

Loved by many, but overlooked by some, Iceland was in need of a refresh. Dated interiors and low quality food were contributing to poor brand perception. Iceland needed a new blueprint for their stores that would drive reappraisal and create a more engaging shopping experience as well as educate customers on the benefits of frozen food.

As part of a team, I developed a new store 2D concept for their Clapham store, starting with a full brand review, followed by a strategy that would help them appeal to a new customer. Along with the new look and feel, I devised a tone of voice that showed a little playfulness here and there and then rewrote all store comms, top to bottom, as well as localised OOH for the launch. Achieving an increase of 50% LFL sales at Clapham, the new look and feel has been rolling out across all 800+ stores

This project was completed while at Whippet.