Herkku is a well-known brand for premium groceries in Finland. It used to be an essential part of Stockmann department store services until Finnish FMCG giant S-group bought it. To fill the new strategic and financial targets, the concept and brand needed an update.
We began the project and collaboration by asking a series of critical questions: What is the future of premium groceries? How is ‘premium’ defined today? Why is it relevant? For whom is it? What should the premium be, and how should it be sold? What kind of premium concept could S-group excel, and what customer experience should the Herkku brand offer? What would make S-group’s Herkku inspiring and meaningful for a larger audience? And the end, how can we manage and change people’s conceptions of values-based and price-sensitive business?
We think the answer is real and authentic food. It’s food that doesn’t come from a factory. It’s beautiful and tasty produce from the farmer nearby, hand-baked bread and pastries, sustainably caught fish and well-prepared ready-to-eat solutions. Real food looks fresh, smells natural and tastes delicious. Most importantly, real and honest food that does good for you and our communities should be available for everybody on every occasion. This is what the re-named concept, Food Market Herkku promises.
We based our solution on this vision and formed the identity, communication and touchpoints such as in-store communication, packaging and signage to give a body for the new strategy and insight.