First time at the Peter Schmidt Group: A new brand identity for Penny

Our team in Hamburg has developed a new logo and corporate design for Penny and its own product brands.

In June 2011 this discount subsidiary of REWE launched a marketing campaign called "Erstmal zu Penny" ("First time at Penny") to introduce its new claim. At this time we then successfully pitched to design a new image for Penny and its own product brands. Our team in Hamburg has since developed a new logo and corporate design which consequently projects the company’s image in a more concise and clear way.

The new brand identity is being conveyed in all major shopping dimensions, such as shopping trolleys and carrier bags, and includes new signage outside and within each store. Inspirational signs have also been used to represent individual product group images and texts which further break up an otherwise more prosaic appearance. In parallel to this, stores are being re-modeled to incorporate these design changes and alongside the deployment of lower shelves and service counters, the result is a much clearer appearance.

The new logo and corporate design were successfully launched in Berlin on 1st March 2013, initially in 50 stores, and the new look will gradually be rolled out throughout Germany soon.