MENY, one of Denmark’s leading supermarkets, invited Royal Unibrew to help breathe new life into its emergent Craft Ale or Special Øl category. Royal Unibrew invited Visuality to join the team.
An initial review of customer behaviour at the category revealed a huge interest in these new Craft Ales, but also made clear that purchase was being restricted by an equally large lack of product understanding and familiarity.
category and retail design
We were tasked with creating a new category universe that was informative, inspiring and easy to shop, and which actively helped shoppers find and buy their ideal product and brand.
Our solution was to completely rearrange category layout, with small groups of products arranged by type and taste. Clear, logical segmentation was supported by signage based on colours and shapes, allowing customers to navigate the category intuitively. Simple tasting notes on each product supported education and engagement.
These various elements were brought together by an engaging category icon featuring a traditional brewing kettle, which neatly linked the various category elements in a cohesive, appealing design.
Customer approval was immediate and early store tests were quickly rolled out across the Meny estate. However, the figures also speak for themselves.
“At MENY, we must always be at the forefront of developments and capture new trends in the market and draw attention to this. We have really managed this with the implementation of the new Craft Beer universe, where there is a focus on good craftmanship and latest trends, including alcohol free. The concept has positioned MENY as the place to buy craft beers. The development of the concept has taken place in a strong collaboration between HQ, Royal Unibrew and Visuality”
Richo Boss, CEO MENY
To complete the picture, the project was awarded the prestigious Award of MLDK (Branded Goods Assoc. Denmark) Shopper Marketing Excellence Award.
