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Chop Chop brand refresh

The expansion of a 60 minute delivery service for Sainsbury’s

 

The challenge

In May 2017 we were given the go ahead to roll-out to more stores across London, effectively ending our “trial” status.
We decided it was time to refresh the look of the brand and experience, moving away from the basic look and feel to a more premium look and feel to match the premium service are offering.

 

New logo

During the process we used Attest to talk to 400 customers to get their responses to each 4 proposed logo options. This allowed us to develop a creative route with the insight that a large group of people associated it with ‘home delivery’ and ‘speed’.

Feedback from one logo option, based on 100 responses

Feedback from one logo option, based on 100 responses

 
 

AA Accessible

Among the core updates is an updated and fresher colour palette that introduces ‘AA’ accessibility standard contrast to the entire experience.
As Sainsbury's prides itself on being accessible to all, it was very important that the primary colour of the refreshed version of Chop Chop was at least AA accessible at 18pt, something that the old colour wasn't.
We learnt from customers in the past that they associate our green colour with freshness, something we wanted to keep moving forward.

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The old

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Colour

colour-old.jpg
 

Typography

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Example UI

 
 

The New

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Colour

colour-new.jpg
 

Typography

typeography-new.jpg
 

Example UI