Consumer behaviour was shifting across the Middle East and globally. Carrefour needed to reassess the relevance of its proposition against these changes—moving beyond a price-only stance to a broader, customer-value promise that could sustain leadership and growth.

We partnered with a research firm to map core behavioural shifts and motivations, identifying key shopper segments and their future trajectory. Using these insights, we developed brand propositions, tested them with Carrefour leadership and in market, refining based on evidence. With a direction set, we created design systems for store, communication and livery, piloted them in select locations, gathered feedback, and iterated. Final rollout was supported by comprehensive brand guidelines that captured the narrative for change and specified the system for consistent execution.

A refreshed value proposition anchored in everyday value, not just price. We simplified the in-store experience so offers are easier to find and benefits are explicit, and introduced a direct, customer-first messaging framework applied across channels, stores and fleet, unifying visual language, signage and livery into one coherent system.

Carrefour shifted from a price-driven offer to a “more for you” promise, boosting customer engagement and reinforcing long-term market leadership.