Giving Big Save a big makeover.

Big Save has been thriving in New Zealand for over 50 years. However, it was time for a glow up. While there was a need to modernise the brand, its bold personality wasn't broken.

To begin, we put on the rubber gloves and gave it a deep clean, renovating a number of the brand’s core elements. This included a slimmer, simplified logo, a refined color palette and a consistent visual identity across everything from in-store branding to delivery trucks.

Following the refreshed identity a new brand platform launched — PRICES THAT MAKE SENSE — which challenges the perception that affordability compromises quality. To prove to customers that what they’re paying for is fairly priced, the campaign explores a common conundrum for anyone for who has bought anything — exaggerated ponderings behind a price tag.

From price tags to above-the-line advertising to retail comms, the brand is cohesive but still truly Big Save. The days of ordering too much stock may be done, but the days of Big Save on our screens are far from over.

As part of the fresh look, we renovated a number of the brand’s core elements including a slimmer, simplified logo, a refined color palette and a consistent visual identity across everything from in-store branding to delivery trucks.