KRISPY KREME AUSTRALIA | STORE OPENINGS

As a growing business Krispy Kreme’s number one objective is to be the “Greatest sweet treat brand in all of AU and NZ”, so there is a demand for stores all around AU and NZ. Krispy Kreme stores range from large drive thru that offer all products, to medium-small and airport stores that offer limited products due to the size of the store.

As lead designer, I worked with the event coordinator to create a suite of templated assets following the brand guidelines. These assets would be used to promote store openings across all channels of the company. These events were treated as campaigns, ‘Grand Opening party’ was the theme which included limited edition prizes, give-aways and free doughnuts.

The assets were heavily branded to build the brand story in un-marketed territory. Our aim was to create an impressionable brand to entice potential new customers and to continue to build the loyal customer base. As a result the promotional assets became consistent among all store openings.

Store openings happened sporadically throughout the year with ever-changing dead-lines, fast paced environment and factoring in external parties involved. The system of having a library of templates ready-to-go really (apart from tweaks here and there) assisted in being able to prepare and create promotional assets efficiently within tight deadlines in a fast paced working environment.

As Krispy Kreme was going through major store redesigns, I was able to avoid the overuse of the same look and feel in each opening event by being able to select unique elements from each store design and translated them into the promotional assets. This resulted in having consistent promotional branding whilst engaging customers with a sneak peak of the fun and playful elements that they will recognise once physically in-store.

Store-Opeing-Sliced-file_01_Header.png

MERCH | NOVELTY CHEQUES

Store-Opeing-Sliced-file_05.png
Cheques pictures.png

FACEBOOK | MERCH | FLYER

Store-Opeing-Sliced-file_03_FB+FLYER+TEE.png

SOCIAL MEDIA | INSTAGRAM & FACEBOOK

Store-Opeing-Sliced-file_04.png

OUTDOOR MEDIA | CHATSWOOD STATION

TESTER_10.png

ACHIEVEMENTS

Assisted in opening 14 highly successful stores throughout 2018-mid 2019 by creating a suite of assets that could be localised per store and its capability. I also assisted in developing a strong photography brief catered specifically for store openings. Not only were we able to re-use photos for other store openings but in general local store marketing uses within the company.

  • 11,664 free doughnuts were collected on opening day

  • Chatswood store exceeded weekly sales targets