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.
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’.
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.