Keells launches new brand and store design by Whippet

Sri Lankan supermarket chain Keells has unveiled a new brand identity and store concept in Colombo, developed by design and brand agency Whippet.

The 16-week project encompassed brand strategy, brand identity design, store exterior and interior design and an entire suite of in-store brand communications, including point-of-sale. The agency also carried through the new brand to staff uniforms and the packaging for Keells’ own label products.

Part of John Keells Holdings, Sri Lanka’s largest conglomerate, Keells will be applying the new brand and design concept to all new store launches, in addition to the existing store fleet.

“The new brand, new store design and every innovative new feature in the store, propels Keells ahead in the Sri Lankan supermarket sector,” said Charitha Subasinghe, chief executive officer (CEO) of the Keells Supermarket Chain. “The new concept is showing strong, improved sales performance and customers tell us they love it.”

Steve Stoner, founder and CEO of Whippet, says the new brand touches every element of the store: “From the fascia to the flooring, to the fins to the freezers. Combined with inspiring new features the brand concept is delivered as a considered whole, bringing customers a world class experience in Sri Lankan supermarkets.

“In addition to traditional sketches and designs we built the store, point-of-sale and graphics, as a 3D model and walked the aisles using a VR headset. This allowed us to test the concept quickly and more effectively than viewing on screen or paper. It also gave both us and the client a sense of how the store would feel before a single thing was built.”

Whippet have offices in the UK and Australia. Its retail clients include Tesco, Iceland, Wickes and Pizza Express in the UK, and Coles, Flybuys, Snooze, and Spotlight in Australia.