{"id":4373,"date":"2020-07-14T10:24:54","date_gmt":"2020-07-14T10:24:54","guid":{"rendered":"http:\/\/www.kendu.com\/?post_type=case-studies&p=4373"},"modified":"2021-01-27T10:09:19","modified_gmt":"2021-01-27T10:09:19","slug":"grupo-uvesco","status":"publish","type":"case-studies","link":"http:\/\/www.kendu.com\/fr\/projets-et-etudes-de-cas\/grupo-uvesco\/","title":{"rendered":"Grupo Uvesco"},"content":{"rendered":"
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\n PROJET<\/span>\n <\/div>\n \n
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Kendu & Grupo Uvesco<\/h1>\n <\/div>\n \n
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\n LE D\u00c9FI<\/span>\n <\/div>\n \n
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\n Projet de conception complet, mise en sc\u00e8ne et communication visuelle pour une nouvelle image et un nouveau concept\n <\/h2>\n <\/div>\n\n
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Fond\u00e9 en 1993, Grupo Uvesco est un leader de la distribution alimentaire dans le nord de l’Espagne. Avec plus de 215 supermarch\u00e9s dans le nord et le centre de la p\u00e9ninsule, le groupe souhaitait mettre en \u0153uvre un nouveau concept de magasin pour les supermarch\u00e9s BM, dans le but d’offrir une exp\u00e9rience d’achat unique \u00e0 ses plus de 400 000 clients, ce qui impliquait des modifications \u00e0 grande \u00e9chelle ; des mat\u00e9riaux de fa\u00e7ade aux meubles ; des supports de communication \u00e0 l\u2019image corporative ; de la signalisation \u00e0 la distribution des espaces. La marque \u00e9tait claire sur le fait que le changement devait passer par le d\u00e9veloppement d’une nouvelle image de marque avec un style minimaliste, utilisant des espaces ouverts, int\u00e9grant la signalisation dans les meubles et mettant en \u00e9vidence les sections cl\u00e9s telles que les produits frais et la cave. Uvesco a choisi BM Renedo comme magasin pilote et, encore une fois, Kendu comme partenaire de confiance.<\/p>\n\n <\/p>\n <\/div>\n\n \n <\/div>\n<\/section>\n\n\n\n

\"Supermarch\u00e9<\/figure><\/div>\n\n\n\n
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La Solution<\/h3>\n\n\n\n

Travaillant en \u00e9troite collaboration avec l’\u00e9quipe d’Uvesco, le d\u00e9partement de design graphique de Kendu a redessin\u00e9 la nouvelle image de BM, y compris le logo, la signalisation et la communication de marque, \u00e0 la fois \u00e0 l’int\u00e9rieur et \u00e0 l’ext\u00e9rieur. Pour la section des produits frais, on a choisi de placer des cadres graphiques de pr\u00e8s de 6 m\u00e8tres de long avec des visuels imprim\u00e9s en textile avec le syst\u00e8me Smartframe, sous une ligne tr\u00e8s minimaliste dans des tons noirs avec des touches de couleurs sombres. Au-dessus d\u2019eux, des m\u00e9thacrylates illumin\u00e9s avec des LED portant les noms des sections ont \u00e9t\u00e9 install\u00e9s pour attirer l\u2019attention de tous.<\/p>\n\n\n\n

De plus, des caissons lumineux LED Smartframe<\/a> ont \u00e9t\u00e9 plac\u00e9s le long des murs du magasin pour guider les consommateurs dans leurs achats, en mettant en valeur les zones avec des photographies en noir et blanc accompagn\u00e9es de messages les plus ing\u00e9nieux tels que \u00ab\u00a0don\u2019t worry, brie happy\u00a0\u00bb. Pour la signalisation des lignes, une esth\u00e9tique minimaliste et monochromatique a \u00e9galement \u00e9t\u00e9 suivie, pour laquelle nos concepteurs ont eu recours \u00e0 des pictogrammes accompagn\u00e9s de messages amusants. Les c\u00f4t\u00e9s des gondoles ont \u00e9galement \u00e9t\u00e9 con\u00e7us pour communiquer les valeurs qui diff\u00e9rencient la marque.<\/p>\n\n\n\n

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\"Poissonnerie<\/figure><\/div>\n<\/div>\n<\/div>\n\n\n\n
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\"Magasin<\/figure>\n\n\n\n
\"Caissons<\/figure>\n\n\n\n
\"Zone<\/figure>\n<\/div>\n\n\n\n
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\"Boucherie<\/figure>\n\n\n\n
\"Clients<\/figure>\n\n\n\n
\"Pr\u00e9sentoirs<\/figure>\n\n\n\n

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Tu pourrais aussi aimer<\/h2>\n
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\n Projets<\/span>\n <\/div>\n\n
\n Macy’s<\/span>\n <\/div>\n\n <\/div>\n\n <\/div>\n <\/div>\n <\/a>\n \n
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\n Projets<\/span>\n <\/div>\n\n
\n Primark Campaign<\/span>\n <\/div>\n\n <\/div>\n\n <\/div>\n <\/div>\n <\/a>\n \n <\/div>\n <\/div>\n<\/section>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

La Solution Travaillant en \u00e9troite collaboration avec l’\u00e9quipe d’Uvesco, le d\u00e9partement de design graphique de Kendu a redessin\u00e9 la nouvelle image de BM, y compris le logo, la signalisation et la communication de marque, \u00e0 la fois \u00e0 l’int\u00e9rieur et \u00e0 l’ext\u00e9rieur. Pour la section des produits frais, on a choisi de placer des cadres […]<\/p>\n","protected":false},"author":5,"featured_media":4337,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"cases":[109,107],"class_list":["post-4373","case-studies","type-case-studies","status-publish","has-post-thumbnail","hentry","cases-design-fr-2","cases-smartframe"],"acf":[],"aioseo_notices":[],"yoast_head":"\nGrupo Uvesco - Projet de Conception Complet | Kendu<\/title>\n<meta name=\"description\" content=\"Le d\u00e9partement de design graphique de Kendu a redessin\u00e9 la nouvelle image de BM, y compris le logo, la signalisation et la communication de marque.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/www.kendu.com\/fr\/projets-et-etudes-de-cas\/grupo-uvesco\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Grupo Uvesco - 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