“Smart retail solution for Indonesian families”

Project: Brand Strategy, Brand Design, Retail Implementation, People Engagement

Objective:

With more than 10,000 stores across the nation, Alfamart reigns to become one of Indonesia’s most established retail brands. Amidst the tight competition in the retail landscape, it strives to bring better brand experience across its chains. Together with Redspace, Alfamart sought to revitalize its brand across the full brand’s touch points and bring new energy to its stakeholders.

Challenge:

Having a large distribution network, Alfamart has to maintain consistency in terms of visual implementation, quality of service and shopping experience yet creating a differentiation amongst its competition. Alfamart also needs to reengage the internal team and ensure that every member would deliver the same brand message.

Solution:

We carried out a nation-wide store audit that provided us with insights to the new brand strategy, design and communication. The new brand mark was refreshed and is supported by a unique ‘flag’ system that signifies the spirit of Indonesia. This visual language is then applied into its brand applications consistently. Employee engagement was also carried out so the internal can apply the new essence to practice. Altogether, they support the development of Alfamart to be a modern and smart minimarket for Indonesian families.