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New World Parksafe

New World supermarkets are engaged in a cut-throat battle with Australian giant Progressive Enterprises and its Countdown chain. We examined the entire customer journey — from carpark to checkout — in order to create a superior shopper experience that would increase loyalty. We started in the carpark. Supermarket carparks are often grimy, forbidding places. But they are also customers’ first and last impression of the brand. So we introduced Park Safe, a safety-first wayfinding design system. This included a new red and white colour coding system that was applied to signage, pedestrian crossings and walkways, and features such as padded trolley bays to protect your car doors.

Designed while working at Special Group.

Best Awards 2013: Awarded