Ahold Delhaize

Ahold Delhaize

Fresh Inspiration Everyday

Introduction

Leading international retailers Ahold and Delhaize Group announced their intention to merge in June 2015, combining two companies with complementary cultures, similar values and neighbouring geographies, as well as a shared focus on the customer.

Challenge

Ahold Delhaize creates a complementary base of more than 6,500 stores, a strong e-commerce business and 375,000 associates, characterised by great local brands in 11 countries.

To convey commitment to build great local brands and bring fresh inspiration into the everyday to consumers, associates and shareholders, FutureBrand developed an iconic, modern visual identity that builds on a rich collective history while moving towards a bold future. The identity reflects and communicates ‘fresh inspiration’ with a vibrant and naturalistic colour palette and a logo that combines the most iconic elements of the Ahold and Delhaize Group identities into a bold new expression.

Solution

The launch is the culmination of an extensive strategic and creative process with FutureBrand, transitioning two iconic businesses with long and proud histories into one unified retail family. The new visual identity combines elements of both brands, using the crown icon from the Ahold logo and the lion from the Delhaize logo. The use of green aims to insinuate a more “sustainable future”.

The consultancy also refreshed Ahold and Delhaize’s office interiors, uniforms, photography and introduced a digital brand centre to house the company’s new visual assets.

“The challenge here was being respectful and celebrating the rich history of both of these strong brands. The idea of a merger of equals and better together was a key thought in our design strategy.” said Dan Witchell, Executive Creative Director, FutureBrand London.

“Our design style is intentionally joyful, more friendly and welcoming - this is a brand for internal employees as much as external audiences.” he added.

Results

Ahold Delhaize unveiled their new identity at their headquarters in Zaandam, Netherlands in July 2016. Met with critical acclaim, the new identity "reflect[s] freshness, refinement and a lightness of touch". 

“We all really appreciate FutureBrand’s dedication and commitment to delivering exceptional creative to the highest levels, with strategic rigour. Working with the FutureBrand team has been a very enjoyable experience and we look forward to the rest of the journey ahead.”

Vanessa Hofland, Global Communications, Ahold Delhaize.

Awards

Transform Europe Awards 2017: Best Corporate Rebrand following a merger or an acquisition

Capabilities involved