Spar–Repositioning & rebranding
Spar is an international supermarket brand with licensees around the world. In Belgium, there were two major licensees, one of which was Colruyt Group. Colruyt Group identified an opportunity to enhance the profile of Spar stores in Belgium by aligning them more closely with the group's values.
The challenge was to visually rebrand Spar stores in Belgium, under Colruyt Group’s license, without losing Spar’s international brand identity. The goal was to ensure that customers would associate these stores with the quality and values of Colruyt Group, including their trusted Boni products. At the same time, the visual changes needed to be subtle enough to preserve Spar's well-known brand identity.
We executed a subtle rebranding by adjusting specific visual elements, such as adding a half-circle and the subtitle "Colruyt Group" beneath the Spar logo. This created a discreet but clear association with Colruyt Group, immediately signaling to customers that these Spar stores were part of a larger, trusted entity. The first store to implement this rebranding was an experimental location in Kessel.
Spar is a well-known international brand for which Colruyt Group is one of the license holders in Belgium. To help Spar stores benefit from their association with Colruyt Group, we implemented a soft rebranding with references to Colruyt Group. This created a clear association with Colruyt Group’s values and the unique range of in-house products, such as Boni.
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