PARMA SUPERMARKET REBRANDING

The core approach for rebranding the supermarket chain was to measure and analyze the established brand and reason all the business and marketing objectives of rebranding. During the ideation phase, the MAROG team carried out a workshop with the PARMA team to identify the cornerstones of the new brand. Besides, our team conducted independent research of the consumer sector to catch on to the market perception, competencies, and demands.

The research and workshop built up the fundament for the supermarket rebranding, with the main focus on all the main characteristics of the brand - the flavorsome trip to Italy and other corners of the world, the promotion of exclusive and quality food products, as well as the excitement of the full process of grocery and household shopping. 

The idea behind the new brand promise is to represent Parma as a venturesome experience for every customer that starts with each shopping. The brand tagline "Your fine journey begins here" tells the customers that each visit to the nearest shop will be like a journey filled with bright emotions and experiences.

To communicate the brand promise, the design team chose the brand palette, consisting of nude, red, green, and bronze, as well as several secondary colors that serve as a basis for the further development and communications of the Parma brand, including logo versions for packaging and social media applications. While red and green reflect the Italian spirit of the brand, nude and bronze reflect its high-quality and sophisticated character.

Having in mind the promise of a fine journey as well as being inspired by the Italian culture and spirit of culinary art, we created the new brand identity of Parma, which then served as a foundation for further brand application, as well as verbal and visual communications.

To verbalize the new brand ideology for the consumers, we visualized the brand promise through the design materials, as well as reassessed the customer communication, creating unique talking points between the brand ambassadors (supermarket consultants) and the customers.

Are you ready to enter the Parma supermarket full of exquisite experiences, or do you prefer those experiences delivered at your door? If so, hurry to start your journey with the nearest Parma supermarket or open the store web page and let your fine journey begin online!