Rebranding a well-established company, giving it new additional values and sustaining it of its exceptional worth in the eyes of its customers is not an easy task! Elephant Design has successfully achieved this in its encounter with Easyday of the Future Group.
The Future Group has had the exceptional ability to understand Indian shoppers, anticipate their needs and deliver good in-store experiences across all its retail chains including Easyday, Nilgiris and heritage stores.
Easyday is a re-imagined neighborhood food and grocery store that is driven by local communities and serves a modern, personalized Indian shopping experience to its members. For the local community of loyal members, it is the Naye Andaaz Wali, Apne Pados Ki Dukaan.
The Future Group was looking for an ability to build a strong unified brand expression and its fluid translation into retail experience. The ask included everything from building an evocative brand identity to visual story-telling, from presenting products in aspirational ways to translating shopper insights into store services and layouts.
Easyday now wanted to be unique and different by turning into an exclusive members-only benefits club, “Easyday Club”, offering a hyper local community shopping experience to its customers. Providing everything from home care, personal care and food to services like delivery, launch invites, etc, it wishes to be a one-stop-shop to meet all needs. It also has another format called ‘Easyday Fresh”, offering many more choices in fresh foods, dairy, fruit & vegetables.
The Future group partnered with Elephant Design to have their brand identity revamped and re-designed, along with the retail layout and principles.
Easyday is defined as a brand that is reliable, respectable and honest, powered by trust, passion and innovation and with integrity at its core.
Easyday is the Retail 3.0 experience where physical store experience is delivered with uniform digital layer that helps shoppers retain their own identity and also gives them access to exclusive offers in every category.
The process started out by pivoting the brand on fresh and a never-before shopping experience of everyday groceries meant exclusively for members.
Fresh & deep greens were the choice of colors to represent the refreshing experience people could expect from the brand.
The logo incorporated the EasyDay name and had to be associated with savings to indicate a friendly neighborhood store and showcase endless goods & benefits for members. The use of a wallet as a logo seemed to have been apt with lower case letters showing approachability and the ribbon-like texture giving it a contemporary look.
Monochromatic and blended with a chalkboard treatment, a library of icons in one style, covering different categories of products was developed defining the visual identity of the brand used extensively, especially in the EasyDay Fresh stores.
All of the visual communication was built around the idea of community and helping farmers by buying locally sourced fresh produce. Freshness was a big part of the brand and was incorporated on the storefronts as well, lending a refreshing look to the stores.
In the spirit of building local connect, the logo has been carefully developed in several regional scripts without diluting the style & spirit. This shows the brand’s sincerity towards understanding and communicating in the same language as its members and adds to the approachability at every level.
With front doors acting as the first impression creators for any retail outlet, Elephant design aims at making use of this element to not only impress the existing members but also invite prospective members. The façade glazing leaves some room for imagination through friendly and conversational messages that tell about the benefits of being members and invites the visitors to check it out for themselves by stepping inside.
Store layout and design
At Easyday stores, bright lights, clean aisles, conversational signage, new launches corner and a promise of best deals in every category—all of this is a carefully planned experience around shopper needs & desires.
To ensure a consistent experience from store to store, no matter the location, there are certain common principles built within the store experience.
Internal pillars, walls, beams and product displays are accented in Easyday greens for a brand-centric look & feel which extends to shopping carts and baskets as well.
The aisle signages are in a Dinoc raw wood finish to offer a hint of rustic and a subtle affinity with ‘farm-fresh’ crate packaging.
In-store signage is treated as a means of conversing with the customer and is clear, compelling, friendly & on-brand. A community bulletin board is placed near the entrance-exit to encourage Easyday Club members to promote their services & share information on local events, for a more involved Community connect.
The beauty of Easyday Club is that members can pick up the freshest gourmet salad dressing and eyeliner at the same time or even have it delivered by sending a simple Whatsapp message!
In time, Easyday Club will add other conveniences like delivery & pick-up of online purchases from e-commerce players or maybe a laundry service or utility bill payments depending upon what the members find valuable.
Tone of voice
Without great service, a well-designed store means nothing.
While training plays a major role in delivering consistent service, communication through wall graphics, signage, uniforms and carry bags help maintain a consistent & friendly tone of voice throughout the store.
So don’t be surprised to read a sign that says “Take care of yourself” guiding one to the personal care section or shopping assistant’s jacket that says “Looking for something?”
Offers and product-mix may change across locations depending upon specific local preferences, but Easyday’s thoughtful presentation and commitment to elevating the shopping experience would remain the same across every store, the idea being that members can shop with confidence knowing they will find great value they’ve come to expect from Future Group.
Within a year of the first Easyday Club store’s setup in late 2017, there are already more than 30 stores in running!