Reaching new audiences with a strong digital brand
Kim's Asian Food Mart is an established retail supermarket in Queenstown, selling authentic Asian and South American food products.
Due to the effects of Covid-19, Kim's Asian Food Mart saw an opportunity to diversify their distribution and take their international supermarket online. They wanted to leverage eCommerce to reach customers nationwide and make the 'international supermarket experience' easy, fun, and convenient.
We worked with Kim's team to create a brand-new digital brand identity and marketing strategy that would resonate with a Kiwi audience.
crafting the brand story
We led a workshop with the Kim's Asian Food Mart team, where we came up with ideas for the online experience and a new name for the online brand - 'Kim's Pantry'.
Using this information, we went through a brand discovery phase, where we matched the competitive landscape and potential audiences with the unique offerings being provided by Kim's Pantry. We came up with some initial visual concepts for a logo, design assets and photography style based on our findings.
bringing kim's pantry to life
Once the brand story had been mapped out, we drew on these concepts to create a distinctive visual style.
This included the creation of a hand-drawn illustration style for the icons, which could be used across a range of mediums to support the authentic nature of the Kim's Pantry brand. We also created complementary icon styles for informational use on the online shop as well as in-store.
The end products of the project were a concise, beautifully designed brand book detailing the look and feel of Kim's Pantry and a marketing strategy planning the launch and growth of the online shop.
