Process is responsible for the rebranding of Famigros
Migros is now consolidating its entire family product line under the Famigros brand. Starting in 2017, the «Lilibiggs» kids’ club and the Baby/Kids product line will also be marketed under the Famigros umbrella. The rebranding, developed by the branding and design agency Process, offers flexible and well-thought-out solutions for Famigros’ new and diverse communication needs.
Famigros, Migros' family club with offers and benefits for families with children up to the age of 25, has been around since 2012. In recent years, the club has grown rapidly in terms of participants and content. Areas for non-members have also been added, including events such as the "Famigros Ski Day." In addition, the Migros "Lilibiggs" children's club was recently integrated into the family club. The range of products for babies/kids offered by Migros is now also communicated under Famigros. These developments lead to new requirements that push the previous Famigros appearance to its limits. Migros therefore invited tenders for a rebranding assignment, which Process won in a pitch in summer 2016.
Diverse communication needs
The basic idea remains unchanged: Families in Switzerland are to be better provided for, accompanied and supported with Famigros and the Migros World offers. Added to this are a new offer structure, new target groups and communication situations. For example, the new tone of voice takes into account the different target group approaches: parents-to-be and parents with school-age children or club members and non-members. In addition to solutions for these communicative requirements, the new design also marks independence and creates a uniform image. The familiar Famigros feeling should not be lost in the process.
As multifaceted as family life
The new design is lively, modern and cheerful. The various combinations of design elements tell stories and show facets of family life. In this way, the different target persons can be addressed adequately. In addition to the adapted logo, the color scheme, image style and typography were redefined.
Process also developed a digital brand management platform and initial applications for Famigros in addition to the design concept.
Flexible design solutions
The logo has been evolutionarily modernized to meet the requirements of all relevant communication channels in the future. The lettering is complemented by a protective white space, which gives the logo a stronger presence with a warm appearance and can be easily integrated in a wide range of applications.
The new image and color worlds also allow communication to be coded and designed differently for different target groups. For example, communication is calmer and gentler for expectant parents, and louder and more garish for families with young children and school-age children. The new image subjects play with versatile family and role images and pick up on authentic situations from real life.
A convincing result
Anna Schreier, Head of Club Management at Migros and responsible for the project, is delighted with the successful rebranding: "It marks our new claim to be much more than a family club: a communication platform for offers, tips and inspiration on the subject of family. Process understood this right from the start and we like their uncomplicated way of solving complex tasks."
