Renovation at JUMBO

The Swiss DIY store JUMBO has been around since 1982. It all started with an airdome in Dietlikon, which already offered many things related to home renovation, improvement and beautification projects. Since then, JUMBO has developed into one of the largest home improvement chains in Switzerland. This is now renovating and beautifying its own communications presence. In search of a new brand identity, four agencies were invited to pitch in early 2014. After several rounds, Alpha 245 prevailed and was entrusted with the task of renewing the corporate design and all communication materials from scratch. "What we didn't want to do without in the new look, however, was the familiar JUMBO trunk animal," explains Patrick Senn of Alpha 245. The color of the elephant, which has been blue since the beginning, was even chosen as the new basic color for the entire appearance. In the past, it was yellow. "By occupying the color blue, we can clearly distinguish ourselves from the other DIY stores in Switzerland," says Pam Hügli, with overall responsibility at Alpha 245. The new font for the advertising materials looks like it was applied with a paint roller and is intended to emphasize the "do it yourself" character. Such a quickly recognizable characteristic has become necessary since more and more home improvement stores from Switzerland and abroad want to divide the market in Switzerland among themselves. In this environment, JUMBO is positioning itself as a specialist store that offers everything from the occasional do-it-yourselfer to the ambitious do-it-yourselfer. As a wholly owned subsidiary of Maus Frères Holding in Geneva, JUMBO currently operates 41 stores. These are now being rebranded and refitted in stages. "In the course of this work, countless details also have to be developed, designed and delivered in the POS area," explains Sylvia Kohler, who is also tackling the project on the agency's side.

Everything revolves around tackling

In addition to classic advertising media such as promotional brochures, themed inserts, mailings and POS, Alpha 245 also relies on digital channels for its communication. For the launch of the new CI, 1600 pairs of work gloves were distributed to all employees along with a mailing. Those who scanned the QR code were taken directly to a video message from CEO Jérôme Gilg. He says: "It is important that all employees lend a hand. That's why we first got everyone on board before we made our new appearance known to the outside world." In addition to the campaign flyer, the main medium is the poster, on which two important aspects are brought to bear at the same time with an original address: The sales posters are also an image campaign for the DIY store with the blue elephant. Currently, 9 subjects can be seen on more than 130 formats. All measures are underpinned by a new claim that expresses JUMBO's new dynamism and carries it both externally and internally - a new agency, a new corporate design and new advertising materials: "Let's get down to it." pan