Ahold Delhaize designer on a 'joyful, friendly' brand

The design firm hired to create a visual identity for the newly wedded Ahold and Delhaize sought to incorporate the heritage of the two 100-plus year-old brands in a "joyful, friendly and welcoming" expression intended for internal employees as much as external audiences.

The new "Lion King" logo, incorporates the crown from Ahold and Delhaize's iconic lion, London-based design firm FutureBrand said.

“The challenge here was being respectful and celebrating the rich history of both of these strong brands. The idea of a merger of equals and better together was a key thought in our design strategy,” Dan Witchell, executive creative director for FutureBrand, said in a release. “Our design style is intentionally joyful, more friendly and welcoming — this is a brand for internal employees as much as external audiences.”

The logo reveal was the culmination of an six-month strategic and creative process, FutureBrand said. "The identity reflects and communicates ‘fresh inspiration’ with a vibrant and naturalistic color palette and a logo that combines the most iconic elements of the Ahold and Delhaize Group identities into a bold new expression."

As part of the new identity FutureBrand also delivered refreshed office interiors, uniforms, photography styling, a suite of print material and a digital brand center to house the new Ahold Delhaize assets.

“The brief was so much more than an identity. We wanted to embed the new values and a sense of shared culture throughout the new business. How the office environments are used, how people interact and the tone of voice within the new Ahold Delhaize was all part of the mix,” Jovan Buac, client director of FutureBrand, said.

Ahold Delhaize has incorporated its new logo in its marketing material.