The Irma
flagship store
After two years of rebuilding one of their largest stores, I presented the overall direction for the solution and implementation of creating the visual expression for the future Irma stores.
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The feedback from customers was highly satisfactory. They found the store more appealing, inspiring, and much easier to navigate.
New concept for Irmas Deli
Irmas Deli faced the challenge of making their Deli category more prominent in the store, as the preferable option for
take-away food. The food is prepared in Irmas' own kitchen, using their own ingredients, and is freshly made every day.
To convey the message that "Delicious food can't cook itself," we aimed to transform the Irma girl icon into a woman
who could both represent and present Irmas Deli.
A rebuilding
concept
Irma needed a concept when they were rebuilding or modernising their stores.
So we portrayed the historical Irma girl with a hammer and a champagne glass.
Nudging
potential costumers
This store is located next to a train station where over 10,000 potential customers commute daily.
We suggested promoting take-out food to entice them using local outdoor media.
Irma and pride
Pitching ideas for Pride Week in Copenhagen, using relevant offers, and offering a limited edition of Irma's classic cream balls toned in pride colors.
