Carrefour’s brand identity belongs to the previous generation of large supermarkets, very systematic and industrial looking but a new generation of supermarkets is hitting the market, they are welcome form people because they are nicely designed and focused on the quality of their products.

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Rebranding Carrefour would mean to manage to communicate to the costumers about the genuineness and authenticity of their products. Theme of the rebranding is the “farm market”. It is every costumer’s dream to get fresh products directly form farmers’ hands. By using materials related to design languages of traditional farms we communicate a feeling of relax and controlled quality products.

Each department will be emphasized by using a specific materials to highlight products’ quality: for fresh food department we have mahogany, green box, canvas and rubber floor.  

 

By using materials related to design languages of traditional farms we communicate a feeling of relax and controlled quality products. Each department will be emphasized by using a specific materials to highlight products’ quality: for fresh food department we have mahogany, green box for the display  and canvas for chandeliers. Each department will be emphasized by using specific materials to highlight products’ quality: for sushi department we highlight the freshness by using “ice bricks” made of  translucent acrylic, for meat and seafood department we combined “ ice bricks” with typical breeding farm’s doors. Milk related products and bread will be emphasized by being  associated to traditional brick wall ovens and milking traditional wooden baskets.

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Signage system is extremely important element to articulate the space in a clear way in order to get consumers finding what they are looking for and improve the aesthetic appearance of supermarket like Carrefour which are normally quite messy because of the huge quantity of products to put on display.

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​Designed by | Alberto Puchetti – Arboit ltd.

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乐福作为传统的超级市场，形象一贯强调功能和系统性，与近年新兴起的超级市场品牌相较之下，难免对年轻的一辈来说吸引力略逊一筹。所以这个项目的目标是为品牌打造一个新的视角形象，把品牌的定位年轻化之余，也希望强调品牌多年来对品质的坚持。另外，在一个大型的购物空间内，清晰有效的标示除了是品牌形象的一部份，对于维持走道的顺畅度和客户的采购效率也是非常重要的，也是设计重点之一。

设计以外国的农产市集作为主题，突显农产品的新鲜程度，堪比从农民手上直送的农产品。设计使用了不少传统市集常见的物料，套用在充满现代感的线条和形状上，气氛轻松，整体也干净俐落。各个不同的贩售部门都根据各自贩售的商品创作了不同的设计重点和造型，如卖寿司和生鱼片的分区，便有大型透明压克力所制的巨型冰块展示柜；卖生肉和海鲜的分区，则以透明压克力冰块再配以传统养殖场的大门式样。而奶类制品和面包分区有传统的砖窑和挤奶用的木桶作为装饰。

空间设计 | Alberto Puchetti for branding agency DEM, inc.
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