NOFRILLS – A rebel brand with a voice of it’s own
CREATIVE CASE STUDY
In 2016, I was tasked with bringing to life a new brand voice for NOFRILLS. Cool, sure, no problem.
I dove in, and with my (one) brand partner, conceptualized and executed a complete brand overhaul. The result was a brand-voice-first in-store signage experience, a best-in-class social presence, radio, TV, integrated 360 campaigns…if it was creative, I touched it.
I’ve since grown into a strategic and inclusive leader, hiring a diverse and talented team of experts. Together, the NOFRILLS brand voice was consistently surprising, and unappologetically unique.
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More times than not, we had no creative or production budget, but that didn’t stop our creativity. We used our in-house skills to write, photograph, animate, and design hard-working creative for places a discount grocery retailer shouldn’t play.
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IHAF In-House Creativity Award 2023 Gold and Silver Award winner.
Significant PR coverage for brand-related creative.
Consumable content and a fostering of our social communities created base of fierce brand advocates.
Voted Most Trusted Grocery Retailer for Low Prices by Canadians (Brandspark 2023) -
Consistent growth and sales performance.
New revenue streams via vendor participation.
Franchisee love and adoption for the work we do.
Persona – The Rebel
HAULER Campaign Teasers – One release/day until grid complete at launch
Visual Voice
Colour : Typography : Photography : Layout
(Click for photography brand book)
Written Voice
Spoken Voice
Social Voice
(click for brand book)
