Process gives iMpuls a face

With iMpuls, Migros is launching a unique initiative in 2017 that brings together all the health offerings of the Migros Group and makes them more visible. The branding and design agency Process provided Migros with strategic advice on this far-reaching project from a brand perspective and developed the necessary foundations for communication: Brand strategy, positioning, naming, logo, design elements and guidelines.

Migros wants to promote the health of people in Switzerland. For years, the company has built up a wide range of offers in all relevant areas: Exercise (Sportxx, FitnessPark, Klubschule...), Nutrition (Migros, Migros Restaurants...), Relaxation (Klubschule, Park im Grünen...) and Medicine (Medbase, Santémed). Recently, Migros announced the collaboration with Zur Rose pharmacy to operate shop-in-shop pharmacies in its supermarkets.

So health is not just a trend that Migros is now getting on board with. Promoting health among the population is already enshrined in the Migros Articles of Association. And with its more than one million customers every day, Migros can really contribute to a healthier lifestyle for the population.

Marketing bracket instead of new brand

The brand strategy developed by Process - the branding and design agency won the contract in a pitch - aims to give Migros and its sub-brands in the relevant business areas a credible and sustainable health message. To achieve this, the large, fragmented health offering will be networked and made more easily accessible, and health topics will be given greater weight in communications and made clearly recognizable. This is being done within the framework of a marketing bracket bearing the name iMpuls. It gives the health portfolio a clear structure and identity. In addition to positioning and brand strategy, Process also developed the name and logo of the initiative as well as design elements and guidelines.

Orientation aid with real added value

The aim of the marketing bracket is to make health offers and services easier for consumers to find and recognize, without the various Migros brands competing with each other. It is an orientation aid for consumers and supports cross-selling. The brand and brand portfolio strategy also influences the organization within Migros. For example, a new division was created for the topic of health to drive Migros' further development in this area. "Process helped us understand that we don't need a new product brand, but something overarching. A communicative bracket that does not take away any areas of competence from the respective business areas, but links them together. The view from the outside was very important for this," explains Lara Rohrer, Project Manager for Health Communication at Migros.

Inspire, motivate, activate

iMpuls is designed to inspire people to live healthier and to keep giving them little nudges to do so. In order not only to motivate them, but also to support them in the best possible way, an online platform bundles health offers and services as the core of the initiative. In this way, Migros is making health more accessible and affordable for the whole of Switzerland. The launch of the health initiative is accompanied by various communication measures on all channels.