Migros is Switzerland’s largest retailer. The company’s cooperative model, regional ties and commitment to social, economic and environmental sustainability lie at the heart of its identity. Migros employs almost 86,100 staff in Switzerland and over 100,300 worldwide.
Famigros has existed since 2012 as Migros’ family club, providing products, services and benefits for families with children, and the club has grown rapidly in scope and membership over the last few years. Sections for non-members have also been added, and Migros’ children’s club, was integrated into the family club. These developments have resulted in new challenges that have shown the limitations of Famigros’ previous branding design.
The basic concept remains unchanged: families in Switzerland are to enjoy better products, support and encouragement thanks to the services provided by Famigros and the Migros universe. But this positioning has now been enhanced with a revised product structure combined with new target demographics and communications scenarios. The new tonality will incorporate and address a diverse range of target demographics, including parents-to-be and parents with school-age children, club members and non-members alike. In addition to providing solutions to these communications challenges, the new brand specifically emphasizes independence and creates a uniform visual identity, without ever losing touch with the trusted and familiar feel of Famigros. First-time applications and a digital brand management platform for Famigros complement the design concept.
The new design is lively, modern and cheerful. The various design elements combine to tell stories and depict aspects of family life, allowing the various target audiences to be addressed appropriately. The logo has been updated to ensure it is fit for deployment in all relevant communications channels in the future. In addition the color palette, image styling and typography have all been redefined.