CHALLENGE

While the island has undergone important social and economic development, Winner’s brand identity has not changed over the years. Now there was an urgent need for Winner’s as the leading supermarket brand, to revise its image to stay in tune with the ever-evolving needs and desires of its consumers. Lemon was commissioned to assist with the whole rebranding exercise, from a thorough market research exercise conducted over four months to the definition of the new brand platform.

IDEA

The new, sleek logo design highlights the modernity and dynamism of the well-loved Winner’s brand, which, in 2019, celebrated 25 years in Mauritius. A 360° campaign was designed to give life to the new brand positioning. The TV commercial and press ads feature Winner’s employees, in recognition of their part in a winning brand, and a lively soundtrack was especially composed for the campaign by famous local band, les Inkonus.