One name, one style

In terms of market share, C1000 is the second largest supermarket organisation in the Netherlands. The organisation has 2,700 employees, six distribution centres and 370 supermarkets. Within the Netherlands C1000 is the largest chain of independent supermarket proprietors.

In 2010, the parent company, Schuitema, decided to take on the name of its supermarkets. The organisation was keen to profile itself under the familiar C1000 name. Its aim here was to further strengthen C1000 as an iconic brand and to communicate this through all channels. This step was in keeping with the organisation’s role as a retailer rather than a wholesaler. To this end C1000's corporate identity was expanded into a complete brand style so that target groups such as distributors, proprietors, shareholders and employees could also be addressed in their entirety.

NykampNyboer was asked to transform the organisation’s corporate identity from Schuitema to C1000 and to implement this within 13 weeks.

Still open for businessVerbouwen met de winkel open

During this rebranding process NykampNyboer acted as the central link between all the parties involved, such as the internal departments, design agency, advertising agency, architects and the various suppliers. The challenge was to set up and control all the necessary processes without disrupting day-to-day operations. Thanks in part to our management role, the corporate identity was both developed and implemented in just ten weeks. The support we provided enabled C1000 to focus fully on decision-making.

During the implementation process, the new corporate identity was applied to the most visible communication resources and brand carriers, including the head office, online environment, presentation and correspondence templates and printed matter for correspondence. The subsequent introduction of the corporate identity was carried out in phases, with the focus being placed on the roll-out to the distribution centres.

Thanks to this rebranding, C1000 acquired a more recognisable and clearer identity as both a retail brand and an organisation. C1000 is now in a better position to retain its various stakeholders, from customers to employees, making it stronger for the future.