Bon Marche

Location: South Africa
Scope: Brand Strategy, Brand Design, Interior Design, Technical Documentation

The brief

Bon Marché is the more premium format for the OK Group in Zimbabwe. These stores aim to inspire fresh living as the destination for a healthy lifestyle. We were tasked with updating the logo while retaining the equity it has built up in the country. The next step was to refresh and elevate the retail environment to clearly own its elevated positioning in the stable and the local market more broadly.

Our solution

In undertaking this project, it was important to us to balance the fun and responsible elements of the brand. In health and wellness, it is easy to become very serious, but with a corporate positioning around happiness, it was imperative for us to keep positive emotions front and centre wherever possible. We kept the distinctive apple graphic device as part of the logotype, but modernised it with a bolder, rounder and friendlier font. Introducing a fresh green colour palette also helped us to cue wellness in the stores. When used together, the greens also create a vibrant, punchy impact, ensuring that Bon Marché stands out in the marketplace.

As part of updating the brand, we formulated a new tagline: Simply Good. This is rooted in the insight that simple is better when it comes to food and life – doing things the right way without complications and shortcuts that compromise quality.