Gloo.ng is an electronic retailing service and corporate procurement engine delivering a wide variety of high quality brands of supermarket goods direct to doorsteps and on a same-day basis. They aspire to be Nigeria’s Biggest Online Supermarket, so to achieve this we offered a more cohesive look and a much bolder brand that positioned them within the context and conversation of Big Retail.
Our approach towards a new logo for Gloo.ng stemmed from evolving the previous logo to a more refined and more mature aesthetic. This involved stripping the predecessor of some of its elements to reveal just the word mark, then making the uppercase ‘G’ more prominent to evoke a sense of leadership and dominance of the brand within its sector, while retaining a good portion of its brand equity.
The “HAPPINESS.DELIVERED” tagline combines the brand’s value proposition of “selling happiness” which was the previous tagline along with the core strength of same day delivery, thus, settings up the perfect statement. The word “Delivered” also introduces a sense of value that evolves past the ‘capitalist tendencies’ of “sell” in the previous one.
Our idea for the Gloo Visual Identity makes use of iconography which is a universal language that would be able to communicate the varieties and categories of Gloo’s offerings to its customers. The Icon suite we adopted comprises about 90+ unique illustrations that offer a vast array of possibilities to convey Gloo’s messages and represent the brand visually.
WHAT WE DID
- Brand Positioning
- Logo and Visual Identity
- Stationery and Collateral