Repositioning of

French Discount Chain MacDan

French discounter reopens with new brilliant look

For the repositioning of the non-food discounter MacDan, Schwitzke ID developed a comprehensive corporate design and instore branding. A succinct design language was used to differentiate the discounter from its competitors and present it as a convenience store appealing directly to its target group. MacDan is presented as a helpful and friendly discounter that follows a best price strategy to benefit its customers.

The new CI colors orange and lilac are particularly effective, creating high recognizability for the customers and helping to strongly differentiate MacDan from competitors.  The speech bubble in the new logo puts the focus on customer communication.  This motif is also underlined by the newly developed MacDan character: a hand sketched shop assistant, who embodies the brand and gives tips on products and offers around the store.