Claire Parker in Dutch Corporate Design Panel
Claire Parker, Creative Director at our Amsterdam office, is now part of the ‘corporate design panel’ of Marketing Tribune magazine, so every month she will judge a corporate design, together with Alef de Jong from Koeweiden Postma and Tom Dorresteijn from Studio Dumbar.
Marketing Tribune is a trade paper for marketing professionals. The magazine features current events in marketing through analysis, background articles and opinions. Topics are being explored in depth editorially by means of dossiers in the magazine and separate enclosures.
The first ‘case to judge’ was ‘Albert Heijn to go’. Claessens Erdmann and the Cada Design Group were commissioned by Ahold Europe to develop the visual identity for their Dutch convenience store ‘Albert Heijn to go’. The new ‘Albert Heijn to go’ focuses on more food for immediate consumption, offering the commuter more convenience and positive energy. The interior of the store, the logo and product packaging have therefore undergone a metamorphosis. We’ve translated the critique for you here:
“It’s easy to see the intent behind the design especially within the interior signage and promotional displays. Everything is saying “high energy, quick but happy, no hassle – just shop and go”, but the sum of all the parts fails to add up. In a crowded urban environment the exterior signage should shout “I’m over here, come quickly” but it is recessive and dull, with the grey feeling more discount electronics than fresh food. Even the name doesn’t add up – all supermarkets are to go, surely this is about ‘on the go’? I’m left feeling that this was a concept originally rich in ideas that has been brought to life through compromise, a missed opportunity to do something driven from a true insight.” (5)
Alef de Jong, strategist Koeweiden Postma:
“I miss a story. What are they trying to say with the new formula? The logo looks like a speech balloon, but it isn’t. The rest of it seems almost random. I understand it should be positioned separately, but now it seems like an Albert Heijn B-brand. When I step into the shop all the colour makes me happy. The visual identity wants to communicate, but forgets to affect. The texts such as ‘good for everyone’ and ‘need a boost?’ leave no impression. I walk outside with the idea that more is needed to really create an impact.” (6)
Tom Dorresteijn, CEO of Studio Dumbar:
“It literally brings more colour into the store. Well done. Not shockingly innovative, but as you approach an upgrade: maintain what you like, change what hinders you. I have doubts about the exterior and logo. There is no link with AH on colour level. This is difficult to understand, in the end the formula is a logical addition to the supermarkets. Apart from that the speech bubble is quite a hackneyed image and the colour combination red / gray is pretty boring / dull and lacking the energy that Albert Heijn always has. It reminds me too much of Kruidvat.” (6-)
Here’s the original article in Dutch:
In: Brand Experience, Corporate Identity, News, Uncategorized, Viewpoints · Tags: Brand identity, Brand naming, Branding, Corporate design panel, Marketing Tribune