News

Nille is revitalised with our concept

We designed a new store experience and brand identity for Norway’s best-loved discount retailer.

Dalziel & Pow
By Dalziel & Pow
Posted 22. 11. 2017
ME10032 H e1522058857258

Norway’s best-loved discount retailer, Nille, is revitalising its store experience and brand identity with a new concept we’ve designed.

Storytelling is at the heart of the flagship, which aims to reconnect with longstanding customers as well as attract a new audience. In a shift from a functional to an emotional retail experience, the destination inspires joyful living through ‘celebrating Nille moments’ – simple everyday joys and milestones in life.

Nille

Moving away from a supermarket aesthetic, cool architectural features, such as the building’s original ceiling, are celebrated as focal points. A simple, neutral palette is accented with bold pops of the brand’s signature yellow and textured finishes. For that all-important ‘time well spent’, there’s a flexible space within the Home department that transforms into a location for workshops.

ME10020 H 683x1024

Organised into clear, edited departments, the store introduces a more rapidly updated product assortment and calls 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.

Nillefeatureimage 1024x566

This confident, inviting and energetic brand identity includes rounded, lower-case typography for a friendlier feel, and a more conversational, upbeat tone of voice. Art direction centres on casual snapshots of good times, styled as if they’re images from customers’ Instagram feeds. Also inspired by social media, the new ‘Nille loves’ concept brings together user-generated content, staff picks, campaigns and hero products under the hashtag #lovedbynille.

ME10016 H 1024x683

As part of a fresh, positive take on the value proposition, customers are encouraged to purchase product bundles to get a better deal. Nille will open several new stores applying our concept, and is exploring the development of different retail formats from this new brand vision.

arrow-down icon arrow-left icon arrow-right icon back icon button-box_2_blocks icon button-box_3_blocks-c icon button-box_3_blocks-d icon button-box_3_blocks-stacked icon button-box_3_blocks icon button-box_4_blocks icon button-box_5_blocks-alt icon button-box_5_blocks icon caret-down icon close icon d-p icon dot icon dots-column icon dots-nine-01 icon dots-trio icon facebook icon fast-forward icon forward icon hamburger-cross icon hamburger icon instagram icon letter icon link icon linkedin icon mail icon pattern-dots-white icon pattern-dots icon pattern-smile-white icon pattern-smile icon pattern-wave-white icon pattern-wave icon pattern-zig-white icon pattern-zig icon pause-button icon pink-waves icon play-button icon rewind icon search icon smile-column icon smile-trio icon squares icon twitter icon wave-column icon waves-citrine-line icon waves-citrine-square icon waves-rect icon waves icon youtube icon zig-line-pink icon zig-line icon zig-square icon

Show:
Searching...