Migros Restaurant | Branding application
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Problem: Migros Switzerland consists of 10 regional co-operatives. Over the years the branding of Migros Restaurants became disparate to the main brand and unique to each branch and area. Head office made the call to unify and future proof a single country-wide corporate identity — This Identity was Designed by Swiss Branding Agency Branders. Marc Peter was tasked to assist Isabel Nahmias, the incumbent Head of Marketing at Migros Aare Restaurants to apply the primary identity and further enhance it and create bespoke solutions for each of the sub-brands in the Migros Aare Restaurant group.
Solution: The aim was to create an easy to use design system for the internal design team where they can adapt and create newly defined templates in future. The base was implemented via the Branding Platform Frontify for day-to-day brand management by multiple agencies in addition to the in-house team. For the day-to-day production requirements such us menu screens for pricing and special offers, the Adobe Library for teams was set-up as the most efficient solution.
Highlight: After finally being out of lockdown, to walk into a Migros Restaurant in Bern and see over 200 applications of the base design Marc had created. That was a proud moment.
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The new Logo for the Swiss-wide use was created by Branding Agency Branders. But the implementation was the 10 regional co-operative's task.
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As the Brand is used not only in the Migros Aare but in the whole of Switzerland – the brand guidlines with always the current file downloads – was created in Frontify by Branders. So Migros Head Office can guarantee the new Brand is applied and new marketing personell can learn easily about the brand.
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Each sujet is created for multiple screen sizes, landscape, portrait and in german and in french.
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Migros Aare is one of the most advanced Genossenschaften and used only screens to display the various offers in each Restaurant. The content of this screens is managed from a central repository. A big challenge was, to create multiple split screen designs to cater for all the various options to display. The screens have even an option that after the lunch rush, they no longer show the lunch menu but show coffee and sweet options in the afternoon.
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In the wild on his last visit to Bern – the whole job was created over online communications – our creative director took some (bad) pictures of the applications in use.
