Rebranding one of the Oldest UAE Supermarkets
Al Ain Coop
Recognized as one of the UAE’s original local supermarket chains, our objective was to develop a brand structure that reflects a new growth strategy of expansion and market segmentation. The transformation of this conventional brand into a modern expression of value was based on a carefully considered analysis of the current competitive conditions and how Al Ain Coop can occupy a sustainable niche positioning in the eyes of consumers. Our role included redesigning the corporate identity and color scheme, store/mall sub-brands, signage, interior design, uniforms and vehicle livery. Our concept was inspired by the original logo’s geometry which evolved into a more contemporary composition that include the corporate identity and the 3 store types. The result was a brand program that was consistent, modern, bold while still communicating a strong value proposition.