Retail giant Carrefour appointed us to launch it’s new mobile phone brand. Entering any commoditized market is always a risky venture, but Carrefour planned to capitalise on an under-served customer segment: bargain-hunters. Carrefour believed a ‘bare bones’ service would appeal to natural ‘born switchers’. The obvious choice for a brand was Carrefour’s budget private label, No.1, which already commanded a large consumer base. Our solution extended and streamlined the existing identity system to provide a more robust branding toolbox, communicating strong design and messages which would reinforce the quality of the service, without harming the ‘cheap and simple’ heritage.

‘We ensured the brand is recognised as a No.1 service, while warming up the communications to give customers a human feeling from Carrefour’s first ‘service’ offering,’ said Uri Baruchin, consultant at Brandinstinct.‘We designed the entire range of product-centred touchpoints. On every deliverable, out of nearly twenty that we had to create in approximately six weeks, we came up with practical solutions to the challenges of the quadra lingual Belgian market, going up to four languages in the user guide.’Launched as 1 Mobile, the revamped-for-services No.1 brand has been well received by Belgian shoppers and described by local media as causing ‘true market disruption’.
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