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An entire corporate identity managed from just one platform

Colruyt Group, with its more than 25,000 employees, is one of Belgiumís biggest retail groups. It is the umbrella organisation for multiple retail and non-retail brands. Following the groupís rebrand, it chose to regroup its own brand and its sub-brands in one large brand centre.

Colruyt Group Highlights

  • Multi-brand platform
  • Flexible user management
  • Consistent brand experience
  • Multilingual
  • Signage management

Tools used:

  • Brands & Kadanza
  • Brand Manager
  • Asset Manager
  • Layout Manager
  • Signage Manager

Multiple brands under one roof

A rebranding can cause quite a stir, even more so when the company involved is a parent brand that hosts a number of sub-brands. To ensure the implementation of the new Colruyt Group, the group launched a brand centre that quickly became a multi-brand platform. Not just the group got a new look, but other retail and non-retail formulas such as Retail Partners and Colruyt Group Academy also got new identities. Colruyt Group and the sub-brands use the brand centre as a toolbox to inform users of the new branding guidelines, to share all sorts of brand assets with each other, in short, to guard the corporate identity. There are many users who have access to the platform. Who get access to which bit of information is carefully managed with user rights and this guarantees smooth workflows for the group.

The digital extension to graphic designers

A retail giant like the Colruyt Group has its own marketing and design team. They are the biggest users of the brand centre because it is much easier to centralise all communication materials, from videos to photos and PowerPoint templates. Thanks to smart tags and categories, assets are quickly found. External designers can also upload new assets, which can later be used by the groupís graphic design team. The branding guidelines are also found there, guaranteeing the correct use of the logo on different support elements. Even a tone of voice guide is included. The brand centre is more than a photo library. It encourages the users to productively develop their own brand. And this in multiple languages as the group has Dutch, French and English speaking users.

Signage: internal and external at a momentís notice 

The Colruytís Group brand centre is enhanced with a Signage Manager. This is a specific tool that allows users to design, to amend and to manage internal and external signage. Simple templates ensure that the signage is always on-brand. In addition, the Signage Manager acts as a repository for all existing signs, from nameplates to totems, which can be found thanks to a handy map.


Are you interested in the many features of a brand centre? Contact us.

More info? Get in touch.

Contact Nico Potvin

Nico Potvin
Founding Partner
+32 478 212 838

Contact Gert Boers

New York
Gert Boers
Key Account Manager US
+1 917 325-7357

Contact Michel Grolimund

Michel Grolimund
Key Account Manager DACH
+41 43 488 38 58