About the client

In 2016, Koloniál was Rockaway’s original food e-shop. In 2017, it bought and merged with its competitor Košík.cz.

High-end e-shop with low income

The e-shop was originally positioned as a high-quality, yet expensive e-shop. But this didn’t translate well into sales, so we had to bring the brand and service closer to its customers.

Repositioning to an online
supermarket for family shopping

Research we conducted alongside Insiqua confirmed that people do shop on Koloniál for its quality goods, but only in small amounts.

New target market, new identity

We oversaw the creation of a new visual identity. The logo was facelifted, and the brand’s main colour was changed to yellow. This portrayed shopping on Koloniál as affordable, modern, and enticing.

  • New logo
    Slide 1
  • Colours
    Slide 2
  • Visual identity
    Slide 3
  • Tasty new photos
    Slide 4
  • 1
  • 2
  • 3
  • 4

Major changes were also made in the product

The rebranding was reflected in the e-shop’s website. Many new functions were announced. Webdesign and web development was done by Madeo & Koloniál team.

  • ikona-1Cost-effective
    multipacks for families
  • ikona-12 % cash-back
    loyalty program
  • ikona-1Shared shopping
    basket for families
  • ikona-1Shopping list
    voice assistant

Officialy launched in January 2017

We executed a campaign to announce the new Koloniál as the best place for family grocery shopping.

The campaign was both
online and offline

  • OOH campaign
    Slide 1
  • OOH campaign
    Slide 2
  • OOH campaign
    Slide 3
  • 1
  • 2
  • 3

Farewell to Koloniál.cz

In summer of 2017, Koloniál bought and merged with Košík.cz, another grocery e-shop. This put an end to the Koloniál brand.

Real results

  • Rise In average
    order value
  • 365 Days to complete
    brand redesign
  • 4 Brand positioning
    concepts
  • 3 Visual identity
    concepts

"I appreciated that Brain delivered high-quality work on time without losing enthusiasm along the way. I also liked their approach towards cooperation with research agency as well as their flexibility over the project duration."

Foto Kristýna Melicharová

Kristýna Melicharová,
Ex-Koloniál.cz team

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