Monoprix is a French retail chain, positioned as somewhat more up-scale than regular supermarkets with a mix of groceries and department store items. This month it is introducing a new corporate identity with a new signature that it hopes will increase visibility and consistency.
In addition to its Monoprix stores, the company operates smaller stores under brand such as Monop', Dailymonop' and Monop'Station. These stores will be given a clearer brand hierarchy, and some will be renamed.
The chain also has a new symbol in the form an apostrophe, which replaces an M in a square used up until now. It should illustrate Monoprix's multichannel strategy and "the promise of a relationship beyond the store walls". A new slogan, "Vivement aujourd'hui", meaning "Live today", expresses the state of mind it want to communicate to its costumers as well as "a promise of surprise and innovation".
Press materials credit the British agency Lewis Moberly for the apostrophe symbol, I don't know if they or someone else did the rest.
A new TV ad, built around a world of childhood.
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