SuperBrugsen
- Project Super Brugsen CVI
- Client Coop Danmark
- Year 2006-2007
Democratic Design
Everybody deserves quality products just like nature and animals deserve livable conditions - and if you are producing something for a huge market - why not make it beatiful while you are at it?
Super Brugsen has a strong history of design quality. Ranging from the beatiful packaging and posters done by Sikker Hansen in the 1950s or furniture for the mass market by Danish Modern's star
furniture designers, Super Brugsen has always promoted design of a high standard.
Super Brugsen put corporate social responsibility on the agenda long before the concept even existed. Denmark's largest super market chain has grown out of the Coop movement started in Denmark in
1866 by H.C. Sonne. And today Super Brugsen stands as the leader within organic products and responsible corporate behaviour.
The typeface 'SuperBrugsen' was designed in three styles and with three separate families of numbers. One family of numbers for regular use, one for use in ads and promotions where the prices have to be more 'loud'. And a thrid set of numbers specifically for tables in annual reports and other forms of financial reporting.
SuperBrugsen has for years been the front runner among the large retailers within low risk cosmetics, organic produce, food safety and healthy eating habits. The stores are for a large part
consumer-owned, and the supermarket chain is in a way an example of the old saying that if you will just hold on to what you really love and believe in long enough, it will become fashionable
again in due time.
Based on a brand strategy project conducted by strategic advertising agency DDB, e-Types developed the new visual identity for SuperBrugsen creating a redesigned logo and a custom-made typeface that are capable of a strong and consistent expression. And with a multitude of people working with the design - from ad agencies, to internal communication departments, individual stores, signage producers, local newspapers and suppliers - the visual identity had to be strong at its core to come alive consistently across a multitude of platforms.
After the design of the core identity, the design manual was created in cooperation with DDB in order to make the implementation of the complete design programme run smoothly.
e-Types furthermore developed an aestethically pleasing, robust signage program to ensure a consistent branding across the store fronts of Super Brugsen markets all round Denmark. The iconic red cube, which also defines the logo in print, is the centerpiece of the signage program.
The typeface that was developed specifically and exclusively for Super Brugsen tells a story in itself about how big a role typography can play as part of a visual identity. The challenge was to give it enough character to make it stand out and communicate the identity and style of SuperBrugsen - and at the same time give it extreme functionality: it has to be legible on everything from price signs on produce to signage, printed ads and internal instruction manuals.
Based on a brand strategy project conducted by strategic advertising agency DDB, e-Types developed the new visual identity for SuperBrugsen creating a redesigned logo and a custom-made typeface that are capable of a strong and consistent expression. And with a multitude of people working with the design - from ad agencies, to internal communication departments, individual stores, signage producers, local newspapers and suppliers - the visual identity had to be strong at its core to come alive consistently across a multitude of platforms.
After the design of the core identity, the design manual was created in cooperation with DDB in order to make the implementation of the complete design programme run smoothly.
e-Types furthermore developed an aestethically pleasing, robust signage program to ensure a consistent branding across the store fronts of Super Brugsen markets all round Denmark. The iconic red cube, which also defines the logo in print, is the centerpiece of the signage program.
The typeface that was developed specifically and exclusively for Super Brugsen tells a story in itself about how big a role typography can play as part of a visual identity. The challenge was to give it enough character to make it stand out and communicate the identity and style of SuperBrugsen - and at the same time give it extreme functionality: it has to be legible on everything from price signs on produce to signage, printed ads and internal instruction manuals.
The typeface 'SuperBrugsen' was designed in three styles and with three separate families of numbers. One family of numbers for regular use, one for use in ads and promotions where the prices have to be more 'loud'. And a thrid set of numbers specifically for tables in annual reports and other forms of financial reporting.
