A GENTLE GIANT

PROBLEM
In 2024, the food retailer Ahold Delhaize launched a renewed strategy called 'Growing Together.' Ahold Delhaize aimed to align its visual and verbal branding with its updated purpose and vision. At the same time, the company used this strategy update as an opportunity to enhance the visual appearance of its (digital) channels.












SOLUTION
The revised purpose of Ahold Delhaize is: inspiring everyone to eat and live better, for a healthier future for people and planet. It's a big mission, worthy of a company that operates in 9 countries, on 3 continents, with 16 brands, more than 7,700 stores, over 400,000 associates, and more than 63 million customers a week.


And yet, Ahold Delhaize puts all its effort into being small. Because when you are small, you are part of your local community. When you are small, you can customize stores on a local level. And when you’re small, you can connect with the people you work with.


"Being big starts small" formed the strategic principle for refreshing Ahold Delhaize's visual and verbal branding.

CREATIVE
Without big, there is no small, and vice versa. The concept is based on this truth. The result is a fresh, crisp visual playground of perspectives. Typography, imagery, design system, even illustration and iconography, are a continuous and playful search for synergy between the big and the small.