In 2018, the Danish high-end supermarket chain Irma implemented their new strategy; “The Urban Irma,” and as a result, IDna Group have updated their visual identity and private brand package design to reflect the retailers new positioning. Being the second oldest Supermarket chain in the world, the team faced the task of renewing a beloved brand while respecting its heritage and visual legacy. The challenge created an ongoing tension between tradition and renewal.
The redesign of Irma’s private brand ‘Irmas’ needed to both support the new retail positioning and make it easier to shop. The team solved this by creating a colorful expression of “flavor” in bold compositions expressing the artistic DNA of Irma.
The team created a series of new icons helping the shopper navigate the growing range of products, including gluten-free, vegan, lactose-free, etc. The icons are designed in the same style as the “Irma girl” to tie into the retail brand identity.