Nille, Norway’s best-loved discount retailer briefed us to revitalise its store experience and brand identity with a new concept that launched in Oslo November 2017. Storytelling is at the heart of the flagship, to reconnect with longstanding customers as well as attracting a new audience. In a shift from a functional to emotional retail experience, the destination inspires joyful living through our experience vision ‘celebrating Nille moments’ – simple everyday joys and milestones in life. Nille will open several new stores with our concept and is exploring developing different retail formats from this new brand and store vision.
Nille is Norway’s best-loved discount retailer offering a wide range of bargains for both small and large occasions. The chain, owned by BC Partners, currently has over 360 stores in Norway, and 15-20 new stores open every year.
The space is organised into clear, edited departments to capture timely occasions and celebrate key family moments, the store will introduce a more rapidly updated product assortment and call out each section with expressive signage. We devised a consistent yet flexible communications hierarchy, colour-coded to convey different messages to customers, such as tips, new-in and offers. The brand’s recognisable yellow dot has been given a modern, vibrant twist. Uniforms, receipt wallets and packaging have also been redesigned to give Nille a fresh lease of life. To capitalise on Nille’s social media following, the new ‘Nille loves’ concept brings together user-generated content, staff picks, campaigns and hero products under the hashtag #lovedbynilie.
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