It all started with an observation. Hoet&Hoet went to Delhaize with an expert eye and detected that there were various irregularities on the brand : several logo versions, lack of a consistent graphic line and an unclear brand architecture. The strong brand that was very present on the main exterior signage was then diluted inside the store, leading to brand inconsistency.
Hoet&Hoet’s proposal to Delhaize was the clear echo of deep thinking that started in-house. This strategic mission took some time, since it was necessary to get to know each other, to listen, to define key issues and to find possible answers. At the same time the market was moving at high speed, as were the consumer models we had to study. Our task was to project the vision, mission and values of Delhaize so that they can today fulfill the expectations of customers and employees. Together, in cooperation with key decision-makers at Delhaize, we defined the brand essence: ‘The best food quality and value, accessible to all’ and it is around this central axis that we articulated our graphic solutions.