Carrefour identity
In applying its new corporate identity, the brand requests the creation of a system to organize all the information received by a customer in their stores; after analyze the huge quantity, it is classified into two main groups: Signage (information for orientation) and Communication (commercial messages)

Design, Creative direction, Art direction


Due to the high visual contamination in hypermarkets, a very essential graphic language is chosen and a collection of pictograms based on the corporate typography is developed


It is clarified with three codes, depending on the nature of its content: Brand (messages with corporate values, in a photographic background), Store (messages helping in the buying experience, in a color background) and Product (messages about product characteristics, in a white background)


In order to be easily adapted to different stores in different countries by different people, the system is regulated with a detailed guidelines

Strategy Alfil Negro, photography Getty Images, client Paloma Pérez from Carrefour Spain and David Martin from Carrefour France

Madrid, Paris, 2011

Identity, System, Guidelines, Campaign, Signage, Commerce, Food & Drinks

EMMA by Carrefour

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