THE PROJECT
FRESCO - "Prendi e vai"
“Fresco” is a line of new discount stores belonging to the “Lidl” group but with a very specific target: Young Adults.
The name “Fresco” was born from the desire to choose a name that communicates quality, fresh and seasonal products; and which communicates the values shared by the tagert, such as: sustainability, national and traceable origin and human and animal well-being
“Fresco – Grab and go” is a claim that tries to explain the concept of the store structure itself, which using Just Walk Out technology does not need checkouts or trolleys.
The visual identity aims to communicate modernity and freshness using a friendly tone, in line with the criteria of a quality discount store. An important element for the visual identity of the brand are the hands that point, grab and show the products within the aisles in the form of signs or floor stickers. The hands inside Fresco are free to move, grab the products and put them inside their bags without having to occupy them with guns, trolleys, wallets, mobile phones or anything else during the period of stay inside the store. The shopping bags are spacious and made of canvas for a reason linked to environmental sustainability and the dispersion of classic plastic bags.
Task
Develop a brand identity that includes: logo, body identity, workshop signs, an app.
Category
App Design
YEAR
2024
Client
ISGMD Ateneo