EDEKA
EDEKA is one of Germany’s largest grocery retailers. The marketing department was looking for a simple and versatile way to promote their app, a visual system that could be easily applied by local store managers. Rather than focusing on specific app features, the concept centers on the experience it unlocks: Smarter, more enjoyable access to the groceries people already love. It’s not just about savings on tomatoes, but about what you can do with these tomatoes. With intention the visuality blends the physical with the digital, presenting the app as a gateway to enjoyment, seamlessly integrated into real life.
Service
Campaign mechanic
Industry
Retail
TILE SYSTEM
A large part of EDEKA advertising is organized regionally by the store managers. Hence it was crucial to empower local agencies across Edeka’s network to create consistent brand assets. With grid-based tile shapes we provided structure and flexibility. The tiles also have another advantage: Even when shown outside a phone frame, their app-like aesthetic clearly communicates that a digital product is being promoted.
COLOR
We turned the Edeka brand colors into gradients for increased plasticity. Furthermore we opened the opportunity to add new gradient combinations to the existing palette. In this way the app experience can be depicted in vivid color.
MACHT 38 EURO UND 42 CENT.
