The grocery store with goods from all over the world

Task: Write a master thesis with a topic of your choice.

Solution: My master thesis is about a grocery store with goods from all over the world. Today we are – other than our ancestors – able to travel the whole world and make nice memories. But the memories we have with products from other countries can’t be enjoyed at home, too. So this was my inspiration for the grocery store. I wanted to create a place, where you can once again enjoy products you enjoyed in other countries and be reminded of the experiences you had there.

Therefore I did a very detailed research on the target group, the market and different trends. After that I developed a brand strategy (positioning matrix, brand positioning, brand core, brand steering, SWOT analysis, product diversification, storytelling, screen culture and current trends).

With the brand core in mind I designed the logo of the store and all the other parts of the Corporate Design, such as color, typography, icons, the visual language and the corporate language. With the basics done, I also designed the whole printed and digital look and feel of the grocery store: the interior of a store, signs, posters, brochures, the purchase invoice, business cards and stationery, product labels, gift packages, gift vouchers, shopping bags, workwear, the store’s website, the store’s digital gaming tool, a digital multitouch-installation and the social media websites of the store.

What I learned: The whole process of creating a Brand Identity, the importance of target groups and their personas, Design Thinking

Logo development and design principles

Product finder and communication device inside the store