Context

In January 2023, Irma, the staple supermarket in Denmark, announced that it would close all its stores. For centuries, the Danes treasured the Irma girl and the supermarket's design initiatives, but its sales was eventually was outcompeted by new discount markets. In order to fill in the gap Irma left, we were to design a new brand that solves a modern Danish supermarket problem.

The Problem

After conducting research and brainstorming, I identified the key problem in supermarket shopping that I wanted to solve: How should we reduce shopper's decision paralysis caused by overstimulation?

Personna Study

Logo

The name “Njordic” comes from Njord, the nordic god of the sea and navigation, embodying Njordic’s dedication to navigating customers through a sea of grocery choices. This is achieved by providing only the highest quality products in store and employing minimalistic design principles.

Identity Statement

Style

Deliverables