Gerðu vel við þig.
Hagkaup had long been known for its broad assortment and strong position in Icelandic retail. The task was to sharpen what the brand should stand for beyond the products themselves — and turn shopping from an everyday errand into a more enjoyable, curious and rewarding experience.
Results · 12 months post-launch
The brand recovered after the previous year’s decline.
71
Brandr Index
+2 pt
Overall score vs. 2022
+3 pt
Distinctiveness vs. 2022
+3 pt
Social responsibility vs. 2022
01 · The challenge
A familiar brand needed a clearer reason to be chosen.
Hagkaup had long been a strong, familiar brand with a broad assortment, established service and a long history in Icelandic retail. The challenge was to move the brand beyond being known mainly for having a lot to choose from and towards a more distinctive, memorable experience.
The task was to define what Hagkaup could own beyond the products themselves — and create a position where curiosity, enjoyment and a sense of discovery became part of the reason people choose Hagkaup. That became the foundation for „Gerðu vel við þig“.
The task was to define what Hagkaup could own beyond the products themselves — and create a position where curiosity, enjoyment and a sense of discovery became part of the reason people choose Hagkaup. That became the foundation for „Gerðu vel við þig“.
Metric
62 /100
Distinctiveness - Hagkaup was well known and strong at its core, but distinctiveness was weaker than many of its other key attributes.
Metric
82 /100
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02 · Research
We started by understanding what made Hagkaup desirable.
The research showed a brand with strong familiarity, service and experience, but less distinctiveness and a weaker emotional reason to choose it. The goal was to understand which qualities could become the core of a clearer, more differentiated position.
Insight one
Range was a strength — but not enough on its own.
Hagkaup was strongly associated with a large and varied assortment. The opportunity was to make that range part of a larger experience rather than letting it carry the brand on its own.
Insight two
People wanted more than just shopping.
Shopping could feel lighter, more enjoyable and more rewarding. Hagkaup had the opportunity to become a place where people discover something new, special or unexpected, rather than simply complete an errand.
Insight three
Curiosity could become a point of difference.
Curiosity and discovery offered a way to create a more ownable experience and a clearer point of difference.
Testimonial
From shopping to something worth discovering.
The strategy moved Hagkaup from being primarily a store with a broad assortment to a clearer idea about experience: „Gerðu vel við þig“. The brand should make everyday shopping more enjoyable, spark curiosity and create the feeling that something special might always be just around the corner.
The assortment therefore became more than simply large — it became part of an experience built around discovery, enjoyment and treating yourself.
The assortment therefore became more than simply large — it became part of an experience built around discovery, enjoyment and treating yourself.
“brandr’s brand review helped us frame the company’s marketing much more clearly. The work created internal understanding of how we want to be and how we want to look. Before working with brandr and Saffron, Hagkaup’s marketing was a little all over the place. We quickly saw how valuable it is to know what we intend to do — and what we do not intend to do. We now have a kind of rulebook for the brand that not only simplifies collaboration with agencies, for example when creating campaigns, but also helps us deal with the challenges of modern marketing.”
Sigurður Reynaldsson
Managing Director, Hagkaup
04 · Identity system
Gerðu vel við þig” became a visual system.
The new identity system translated the strategy into a clear and consistent experience. Hagkaup orange, Noto Serif and Noto Sans, photography, patterns and icons came together in a flexible system that could be inspirational, informative and sales-driven.
The H became a key form in the system and the basis for patterns, icons and layouts. The identity therefore became more than a logo — it became a practical tool for creating a recognisable experience across touchpoints.
The H became a key form in the system and the basis for patterns, icons and layouts. The identity therefore became more than a logo — it became a practical tool for creating a recognisable experience across touchpoints.
Design principles
The H-system creates the foundation for layouts and makes room for a dialogue between products and customers. Colours, typography, patterns, icons and imagery work within the same system, while the flexibility allows Hagkaup to shift between informative and inspirational tones depending on context.
06 · Results
A strong foundation, but not a straight line upward.
Brandr Index shows that Hagkaup has maintained a strong position in image, service and familiarity, although the year-to-year development has been uneven. After a decline in 2022, the overall score recovered in 2023, while distinctiveness and social responsibility also strengthened again.
73 → 69 → 71 — Overall score 2021–2023
69 → 59 → 62 — Distinctiveness 2021–2023
Image & perception 2023
72
Service appeal
77
Social responsibility 2023
61
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