Client: Konsum Stockholm, Sweden
Year: 1998
Project: Facility Identity Conversion

Target groups

Existing customers as well as getting new into the stores.


Konsum, the COOP in Sweden is strong, but at this point of time they were losing ground to the bigger private owned competitor ICA. The younger ones were not at all attracted by the Konsum stores or the brand.


Implement and develop the concept design from the Don Watt Group in Canada. Create design standards, identity levels, implement those in both exteriors and interiors. Manage the conversion of over 220 grocery stores.


The big change from the old ”Blue Konsum” to ”Green Konsum” did affect the market and helped to change the brand image for Konsum. All converted stores got a better sale afterwards. From a few percentage up to a 30% improvement!