We’re thrilled to see all the hard work put in by the UK team for Iceland come to fruition this week with the grand (re)opening of the Clapham refitted and modernised store.
The project has been a labour of love for the UK Whippet team since July and has seen them completely overhaul the store from the fascia to the flooring and the freezers to the fixtures, as well as create all outdoor media and a completely new kit of comms including value, promotion, brand and service communication.
The design treatment displays a new, brighter colour palette and lifestyle photography, as well as a friendlier, more human tone of voice. Integral to the messaging throughout is Iceland’s brand proposition, Power of Frozen, which communicates the many benefits of buying frozen food, including nutritional value, quality, convenience and the positive impact on wastage and household budgets. A bigger, bolder fascia and an impactful run of digital screens appear at the front of the store – a first for Iceland – and for the kids (ok, and the adults too) a musical ice cream freezer; open the door and it’s just like when the ice cream van arrives!
We’ve already heard that customers love the new store so if you are in London, pop in, grab a Lavazza coffee and be amazed at the transformation!