The development of identity for K-group retail brands and their loyalty program focused on creating a cohesive link to the group while highlighting the distinct business concepts of each brand. This was accomplished by creation of individual core elements, such as a unique colour palette, typography, iconography, illustrations, and identifying symbols or graphic patterns. Ensuring consistency and ease of use, a comprehensive brand identity system was established across all brands. Guidance for all brands provided through a comprehensive identity and retail guidelines for internal teams and external partners.
Challenge: Over time, K-Group and its various store chain brands had drifted apart — identities became inconsistent, outdated, and visually disconnected from the umbrella brand. Each brand looked and behaved differently, with no clear link to the K-Group core. The challenge was to bring all the brands together under a unified strategy and identity, while still allowing each chain to express its own personality and business concept. The system also needed to work seamlessly across all channels, ensuring clarity and usability for internal teams and external partners.
Approach: The solution began by aligning all brands with the same core ingredients. A warm, bold orange was introduced as a unifying colour, providing a strong visual link across all chain brands and creating immediate recognition for the K-Group umbrella. A bespoke typeface (Skatta) and consistent visual language were applied throughout the chains to maintain cohesion while leaving room for differentiation. Individual core elements — unique colour palettes, typography, iconography, illustrations, and graphic patterns — were developed for each chain to express its personality within the shared framework. Comprehensive brand identity and retail guidelines ensured consistency and usability for internal teams and external partners. The system reflected the core thought behind the K brands: every customer and store is different — yet we are stronger together.
Outcome: The renewed brand identity successfully united all K-Group retail brands under a cohesive, modern system. The bold orange acted as a clear, ownable umbrella colour linking all chains, while chain-specific elements preserved individuality and local relevance. The system strengthened group recognition, ensured consistency across stores and digital touchpoints, and provided scalable, ownable tools for teams and partners. It also positioned the K brands for future growth and acquisitions, expressing a balance between cohesion and individual brand personality.
Kesko/K-Group is a Finnish trading sector pioneer operating in the grocery trade, building and technical trade as well as in the car trade. Its divisions and chains act in close cooperation with retailer entrepreneurs and other partners. Kesko has around 1,800 stores in Finland, Sweden, Norway, Estonia, Latvia, Lithuania and Poland. It is the third largest retailer in Northern Europe and it employs around 45,000. Their brands include, K-Market, K-Supermarket, K-Citymarket, K-Rauta, Onninen, Byggmakker, K-Bygg, K-Auto. In 2023, Kesko ranked as the most sustainable grocery trade company in the World.
