Same legacy, better experience: Grand’s rebranding journey
Established in 1998, Grand is a leading retail chain with 78 outlets across the Middle
East and India. They cater to the working class, especially for bachelors offering the
best shopping experience at convenient prices.
After 25 years, Grand recognized the need for rebranding as their current logo faced
challenges in adapting to signages and wayfinding systems. They approached Yara
to redesign the identity, maintaining its key elements, colours and design of the
logo. They just wanted some minor adjustments to make the logo more attractive
and adaptable. In addition, they wanted to create brand guidelines that will reflect
the core values of the brand. So we did a cleanup for the icon and the typography of
the logo.
We used a bold and legible typographic route, with minimal negative space within
the logo. Also, the sun element in the icon was softened and rectified to create a
balanced appearance. Finally we simplified the wavy line on the icon. These
adjustments enhanced the logo’s adaptability on various mediums.
Additionally, we created brand collaterals and brand guidelines. We also conducted
an in-store study and created an implementation report with suggestions to
enhance the customer experience.
Through this collaborative effort, team Yara successfully fulfilled the expectations of
the client. We refined the identity while retaining its legacy. Furthermore, the brand
guidelines and other recommendations pave the way for Grand’s continued growth
and success in the years to come.