Billa

Tags: Brand Book, Brand identity, Brand KeyVisual, Brand lifting, Brand strategy, Brandguide, Branding, Employee clothes, Exterior signage, Interior designs, Rebranding, Retail outlets

Industries: Retail Chains

Design team: Adam Michańków (Head of Strategy)

About Billa and the rebranding project

In 2006, we began the so-called full-service service for the MiniMAL chain of stores belonging to the REWE Group. Soon, we received a proposal to rebrand the entire chain in Poland from the MiniMAL brand to Billa. What were the biggest challenges we encountered while implementing this project? First, we had to understand the guidelines of the owner of the Billa brand at the European level, second, adapt them skillfully to the specifics of the Polish market, and third, prepare such an implementation “in stores” so as not to interfere with their work.

Branding of supermarket chains changing all brand signals

In the rebranding project, we implemented a change of all brand signals: name, colors, brand key visuals, a change of the leaflet layout (at that time they were a key sales-promoting medium distributed every 2 weeks to over 3 million apartments in Poland), a change of communication inside the stores (changes to the so-called layouts, new zone markings, reconstruction of the shelves of the Vegetables and Fruit, Bakery, Meat and Cold Cuts stands) and the external appearance of the stores, including access signage. In addition to the design work, we also completed a project lasting over 12 months to reconstruct 21 stores.

Gazetki promocyjne - branding marketów Billa

Rebranding markets

The process of preparing for the implementation of the Rebranding, including design, preparation of documentation and planning, took over 9 months. On our side, 19 people worked on the project in the Creative and Strategic Team and 136 people in the Production and Execution Team. Thanks to this, only a few people in the marketing and operations department were enough to supervise the Client.

Rebranding Book

All project preparations were included in the so-called Rebranding Book. Thanks to it, any subsequent changes, launching new locations or filling in gaps was easy. The documentation for 1 store included over 300 pages and over 500 files with projects in electronic form.

Books of standards

Vegetable and fruit standards

In cooperation with the Buyers’ team and the Quality Department, we developed training material for supermarket employees. Among other things, we showed using photos how to recognize the condition of a given product, e.g. bananas. Permissible stages were defined, as well as those in which a fruit or vegetable cannot be on the shelf.

Meat and fish standards

Similarly to vegetables and fruits, we have prepared very interesting training material for the Meat and Fish Workers team. The aim was to expand the team’s knowledge and ensure better product standards for Customers.

Standard of dress and conduct of employees

Together with the marketing team, we developed patterns of uniforms for employees in individual positions, conducted a photo session to show how to wear them correctly, and created standards of behavior towards customers (based on the Austrian Billa standards).

Leaflets
promotional

For the needs of handling the design and production of leaflets, we created a dedicated 7-person team and a photo studio. Once a week, we carried out product photo sessions and image sessions, and the entire production cycle of the leaflet covered 1.5 months from the moment the product list was closed to the moment the finished leaflets were delivered for distribution. We published 2 leaflets per month and additional seasonal catalogs.

Campaigns and promotional campaigns

During 6 years of service, we have carried out over 30 promotional campaigns for the Billa brand. Some of them were related to the organization of competitions and seasonal lotteries, and some to the “new openings” of stores after the Rebranding campaign.

Billa Rebranding Project in the eyes of our Clients

Our work was highly appreciated by both the Management Board in Poland and at the European level by Bill. Unfortunately, our cooperation with the network in Poland ended in 2010 with the takeover of the network by the French company E. Leclerc.

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