Over the past year we’ve been working with the wonderful people at More Retail, one of India’s biggest supermarket chains, to reposition them as the continent’s leading omni-retailer.

One of the big challenges was convincing millions of people on the benefits of using a supermarket per se for the day to day and big shops – 85% of Indians currently buy their groceries from local Mom n Pop shops and street vendors.  Not only was that about appealing to the emotions and aspirations of shoppers but also highlighting the rational benefits of more value for money, more freshness, more choice and more service.

We’ve created a new brand positioning that simplifies the consumer proposition and directs the company’s approach to everything from tone of voice and employee culture to innovation and customer service.

We’ve also evolved and modernised their visual identity system to create more consistency, more cut through and more connection across communications, in-store experience and digital.