2020. The year we introduced the new communication design for the biggest retailer in Switzerland, Migros. The brand strategy was quite straightforward: Simple & Surprising.
So we asked: What does this mean for Design?
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/e45c7580-1ede-406c-a1f8-e1804df19dbd_rw_1200.gif?h=fded27bb1cdda16a9796507c059b0b3c)
We reduced the letter M to its most simple shape. And we call it:
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/a853833e-25b0-48c6-bcb7-74a8cfc5f645_rw_1920.png?h=59025800dc2896218d203afd0da846a9)
The story behind it: Imagine a theatre. The M-stage is the backdrop. The people and food, are our actors. By positioning these over the M-Stage, we gave the right spotlight to people and food.
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/046f0321-aae7-4655-8935-c91fbccdea56_rw_1200.gif?h=80dc5036dd94a5a11140cb83cc7d804e)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/b0bf84f7-112d-405d-ad9f-4d2170cd434a_rw_1200.gif?h=ad03e6448bc9b9c51428a692f8ad7dd1)
This new approach was built by using the fundamental shape of the brand itself.
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/18c5d159-8df0-4970-a892-9acd0cfa40cf_rw_1200.gif?h=3c3f7845b4f865f14d11358284a61e54)
An elegant system in...
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/37e9e42c-cf5c-4381-ae04-71a8f7ee63ba_rw_1200.gif?h=6c1b6f26a3fe08b91dd73c56f7300e8f)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/32441930-c535-4140-8ec6-a1dc05f2f528_rw_1200.gif?h=57ae3ecd0c7485f941c5b6941323ac6e)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/2a513397-1565-4254-8424-49cfc26912bb_rw_1200.gif?h=29e4eeaad6ae5230d6965f83d6f3289e)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/cf5519ea-8973-4516-b640-00d09eb8ea06_rw_1200.gif?h=3f8bad701b9217bcf27bb6170480a110)
As with all theatres, we needed a show to run.
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/dd3f2a2c-4ed0-4026-ab7d-ac4ca5c411e1_rw_600.gif?h=eb4abff4a1c0552d8730f2bc230591ff)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/d82e3097-2d91-4266-a72e-c6dddb753ba3_rw_600.gif?h=a1dd0ca222ea300159a829dd0c35e889)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/a7855688-8846-47f7-984b-cd1292559fbc_rw_600.gif?h=b26dfb40646bd7a61f230f05adc11dbe)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/2b3f1c79-c7a7-45ac-8be2-1eb9c26cf9c0_rw_600.gif?h=94eaa95552d52cdc9a7762e99c5816b3)
That’s when the Migrocosmos was born.
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/7836496a-5afd-4a7d-b8f1-46c950560f9b_rw_600.gif?h=02b0824a15f33ae300d81f4e089b78c6)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/a4022875-4c6f-4b17-8091-e75cfb60a2c2_rw_600.gif?h=e3c5b0a5cd017845e78569a52453466d)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/e22bfe38-ee0b-4b1f-bf0d-e8a45f17d5fa_rw_600.gif?h=47b545c642d4bde346efcd0f7e1f605f)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/fe3ebcc5-d495-49fa-8c4a-6a21c80d89cc_rw_600.gif?h=74e695ce5a34a7841e0c63ba682bae66)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/63304be2-98cf-4e03-bab0-0d93e57d169a_rw_600.gif?h=e48c96c0b7688c70b2cabd4355d21f26)
A series ad about a traditional Swiss neighborhood from an apartment with 4 homes with people like you and me. Stories were built revolving around the everyday life of the residents with the Migros branch just across the street.
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/2e3a1655-499b-4267-a5e7-5619496767c0_rw_600.gif?h=8518b026b8fb9a570eec8db7a59aa4d0)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/86b9bb93-8fc9-4312-b4de-f09cf3832f93_rw_600.gif?h=cf3348e55b403094a26af115b246dbcd)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/c2f6c7af-cf95-4afe-82a6-f4ffc49e743d_rw_600.gif?h=c550240934b87570bab84d54f150e29c)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/59273f3b-9b4e-4829-bf0b-992e9e669de0_rw_600.gif?h=c565d180f27b763b9f6e73ef7efe48d5)
To wrap it up, a new brand line.
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/3e59d77b-4c19-49ae-b5c6-5b50bbe91fab_rw_600.gif?h=7bdb47a7bcdf5cbca6d92ceb432d9b4c)
Brand book in a nutshell
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/8da25448-7eb4-42e8-b79d-18e11a0069f2_rw_600.gif?h=36a5438c974aee931771d5bd6610ba59)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/ea38f06f-3eba-409f-8067-1888c36c8e1d_rw_600.gif?h=b473f1ef9372c1901542549e3e011274)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/087fdd09-ab66-403c-b816-50f0f47b2693_rw_600.gif?h=5b6637c0152fc4d43f0e585733494b6a)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/da5b27f7-7774-40b8-b163-0e513efcbd29_rw_600.gif?h=6023e4b922021b5e9fd9a6925e5d107e)
/// A bit of the M-Stage over the last 2 years ///
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/24f8a3c3-938f-43a5-83b4-a9c47e1d9218_rw_1200.png?h=e3d6da9a135af59ab90d7cf63b06df02)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/66d058ad-bae4-4933-a8b2-3868f1ffbf5b_rw_1200.png?h=92c5a5914bc6b2d89fed1a66d25cabcd)
![](https://cdn.myportfolio.com/300e459d-8a09-4f07-a887-53afd3a650ff/c86e2bbd-53ce-48bd-8478-ba377b24fed0_rw_1200.png?h=6172d56afce9572033ed2c5f1959f8ca)
Everything I’ve done that I’m proud of is because of, a strong collaboration with a team, brave clients, and talented colleagues.