WORK

We partnered with Kai Co to launch a new independent supermarket brand in a category defined by rising food costs and consumer distrust of major grocery chains. The new brand needed a fresh identity that supported an aggressive pricing strategy without falling into the trap of looking "cheap" - or the opposite, too artisan.

We began with a brand strategy that repositioned ‘low prices’ as a ‘fight for fairness’, leveraging the clients’ 20+ years of industry experience and strong supplier relationships as proof points. The visual identity showcases Kai Co as a bold and friendly challenger; deceptively simple yet very specifically designed to build belief in a trustworthy alternative.

The outcome was a comprehensive identity rollout that supported the store's physical opening through internal and external signage, uniforms, website design, and marketing collateral. Kai Co’s arrival garnered a lot of media attention which led to record sales – double expectations during the first three days of opening!