Colruyt Group

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Brand consultancy

Colruyt Group is a major retail company in Europe, with retail brands such as Colruyt, Bio-Planet, Okay, Spar, and many others. The group places great importance on sustainability, innovation, and delivering high-quality products and services to their customers. As one of the largest employers in the Belgian market, the Colruyt Group brand plays a key role in promoting the group’s values to both current and prospective employees, as well as to the broader public.

The old Colruyt Group logo caused confusion. The orange symbol was used for both the parent group and the Colruyt supermarket chain, leading to ambiguity among consumers and employees. Additionally, other brands within the group, such as Bio-Planet and Spar, felt inadequately represented by the overarching identity.

Colruyt Group needed a new visual identity that reflects the group's diversity, while acting as a corporate family brand. This new brand was not only supposed to emphasize the group's shared values, such as sustainability and innovation, but also serve as a strong employer brand.

We developed an entirely new brand identity for Colruyt Group. The new logo and accompanying visual style clearly distinguish between the supermarket chain and the parent group. This not only enhanced recognition but also strengthened the cohesion among the various brands within the group. We created a simple, powerful visual element that stands strong on its own but can also be subtly integrated with the logos of the subsidiary brands. This element acts as a unifying factor while allowing the individual brands to maintain their own identity.

The updated identity has allowed Colruyt Group to present itself more distinctly as a robust and varied organization. This has improved the brand’s clarity for consumers and also strengthened internal pride and cohesion among the different brands and their staff.