Colruyt Group

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Brand consultancy

The collaboration with Colruyt Group began with the need to resolve market confusion caused by both the Colruyt supermarkets and the overarching Colruyt Group using the same well-known orange logo. This led to uncertainty among employees and consumers and did not align with the group's identity. Colruyt Group asked us to develop a new visual identity that could serve as a corporate family brand and unite the various brands within the group around shared values.

Xtra is Colruyt Group's loyalty card designed to promote customer engagement across various brands within the group, including Colruyt, Bio-Planet, Spar, and many others. It was essential to create a cross-brand card that was accessible both physically and digitally (through an app and smartwatch). We shortened the name from 'Extra!' to Xtra and designed a colorful, recognizable X-logo that fits within the visual identity of all involved brands. The accompanying app was, after its launch, the most downloaded app in the Apple App Store for several weeks.

Spar is a well-known international brand, with Colruyt Group being one of the licensees in Belgium. In order for the Spar stores to benefit from their association with Colruyt Group, we carried out a soft rebranding with references to Colruyt Group. This made for a clear association with Colruyt Group's values and the unique range of products such as Boni.

Collibri Foundation is the umbrella brand that represents Colruyt Group's Fair Trade initiatives. The brand focuses on supporting educational projects for young people in difficult situations, both in Belgium and in developing countries. KAN was tasked with creating a younger and more dynamic brand image that seamlessly matches Colibri's mission and personality.

Eoly is Colruyt Group's renewable energy producer. It generates its energy with wind turbines, solar panels and combined heat and power, and only buys 100% green electricity. The brand also explores innovative techniques such as hydrogen to increase its ecological impact and strives to cover Colruyt Group's entire energy consumption with its own green electricity. KAN created the new Eoly brand name, logo and graphic corporate identity.

Retail Partners Colruyt Group is the organization above the Colruyt Group brands that work with independent franchisees, such as Spar, Alvo and Mini Market. We developed an identity inspired by a flight of geese, symbolizing the leadership and cooperation within Retail Partners Colruyt Group. This identity reinforces the supportive and inspiring role of Retail Partners for its franchisees.

Apporto was launched as a social shopping app, a concept that we developed for Colruyt Group. With Apporto, people can shop for others, such as students who shop together or neighbors who help each other shop. The app works with shared lists and offers the possibility to charge a fee for the services provided. Apporto was initially launched as a separate app, but the functionalities were later integrated into Collect & Go, Colruyt Group's online shopping service.