Powerful truth. Meaningful change.

Despar is a brand on the move. But growth always comes with complexity. So, to realise their growth ambitions, Despar needed to unify and reassert their values and iconic status without losing sight of the thing that sets them apart - a commitment to serving Italy’s local communities every day. Our challenge was to rearticulate that difference and apply it to multiple store formats across Italy.

The value of choice

Our first task was to craft a brand story that shifted Despar from their traditional ‘price driven’ positioning to a new ‘value added’ purpose. Our new ‘The Value of Choice’ platform was central to a diverse new design system which brought iconicity back into brand through its expressive use of the fir tree and ‘three bar’ assets - all supported by a verbal identity that reinforced the richness and varied nature of choice.

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Client: Despar Aspiag
Project: Strategy, Channel Identity, Marketing Comms, Motion Design, Brand Guidance
Agency: Stormbrands
Role: Executive Creative Director
Date: 2022
Region: Italy and Aspiag