Since I haven’t posted any design work in a while, I decided to pull together some work that I’d done for Gaisano Malls early this year. Gaisano Malls owns a number of shopping malls in Mindanao in the Philippines that are more fondly referred to as GMalls. Their supermarket, G Market had just updated their branding last year (I had helped them with that! I really should post some work from that too!) And this time, I was approached by G Market to redesign their economical supermarket house brand, Gaisano Great Value.
It’s probably best to take a look at where they used to be to understand the direction we decided to take.
Their previous brand had been a bright mix of yellow, blue and red, inconsistent gradients and funky backgrounds. And while it certainly screamed out at you from the shelves, it also looked haphazard at times, not necessarily projecting a unified front for their house brand. Following the redesign of G Market, we wanted the updated house brand to emphasize simplicity and take away unnecessary frills. This is about clearly showing what product you are getting and at the same time reinforcing that the products are being offered by G Market.
So we began with the logo for the house brand. The G from the G Market logo was used to imply the connection to the Gaisano brand while a check/tick mark was used both as a modified V and a way to signal that this was a good deal for the customers. It is Great Value after all! (Hehehe!) It’s a pretty simple mark, but I think it makes its point.
The product names take quite a bit of the stage in the design system as we use them large on the packages. This is really what the customers want to be seeing anyway. Where are the Spanish sardines, or where is the tomato sauce? The big words help them see the products more clearly and find things more easily. The system is also built on the green color of G Market with a striking horizontal band. This way, the customer can get accustomed to looking for the “green” products of Great Value (and G Market.)
And while the products are predominantly green, especially for instances where there are no variants, the system allows for the implementation of other colors to signal multiple flavors or scents. In those instances, we would retain the green in the Great Value logo and use simple line illustrations to help differentiate between flavors. It’s a straightforward system that is easy on the eye but draws you in enough to make it your trusted source of value products.
I think where we ended up really defines economical, simple and value shopping for G Market’s shoppers. And I was really glad when the client felt the same way! Now we just have to see if the customers feel the same way once all the products have rolled out. It’s exciting and nerve-wracking at the same time!