2016 Winners & Shortlists

Brief Explanation

Spinneys Dubai is one of the Middle Easts leading super market chains supplying top quality produce and offering a high level of customer service. Food standards, safety and freshness have always been at the forefront of the company’s ethos, with Spinneys brand being defined as ‘The fresher experience’.

The Brief

To build brand awareness through development of an in-store campaign concept and theme that represents and links the essence of the holy month of Ramadan, with the core brand values of Spinneys and Spinneys offerings. Providing fresh, natural produce with an abundance of convenience and choice.

How the final design was conceived

To fully understand the true meaning, values and representational characteristics of this important period, and how these can affect the Dubai shopper we know and love today, we undertook a study touching on each aspect of a shopper life, finding links and meaning in visual codes, behaviours and habitats. With these learnings, the visual translations begun, exploring textures, codes, materials and colours, cumulating into a warm and inviting graphic universe and corresponding packaging, with approachable tones flexible enough to roll out across in-store touch-point as well as online, print and digital channels.

Indication of how successful the outcome was in the market

A continued presence supporting the Spinneys brand values and ethos, and reenforcing Spinneys as one of the leading supermarkets in the Middle East thats listens to, and responds to their shoppers, and that lives organically within the external environment and region.