MWG has reached a point in development, where growth overshadowed and diluted the ideas and values that guided the company for the past years. Moving forward, catching up to the younger players and even more so: surpassing their communication, requires an approach that strays away from spontaneous product-centric communication and kick-starts a process of becoming a brand.

The research effort lead us to reposition the brand and provide behavioral guidelines establishing MWG as the pioneer they had always been.

MWG’s new identity system needed to reflect the progressive mindset of the brand
and strongly differentiate from the clichéd style of competitors.

We’ve developed a brand visual language that offers a tangible way of describing the complexities of MWG’s Grocery Experience Platform, at the same time portraying it as the set of constantly changing pieces it actually is.

Transfering the tactile identity onto print allowed for some simple elegant embossings, giving context for the contents within.

We have also worked closely with MWG to reduce the overwhelming complexity of descriptions and streamline user experience, at the same time utilizing the full potential of the new identity in animations and infographics.

The MWG Innovation and Learning Labs, aka The MILL is MWG’s go-to research and resource center. Mulitple behavioral expressions of the new brand have been designed with The MILL in mind, so its significance demanded a dedicated visual identity.