Denner is a Swiss discount grocery chain which ranks as the third-largest grocery chain in the country with around 800 stores. It recently introduced a new visual identity, created by Wirz Corporate in Zurich.
Recent expansion had lead to a fragmented look for the chain. The new look is developed to be highly functional and flexible enough to be adaptable to different store environments. This is done by freeing the wordmark from a limiting ellipse element.
The change was implemented on a few test stores in 2013, but didn't launch officially until this month.