Costcutter is a UK convenience store symbol group operated by Costcutter Supermarkets Group, which also runs the Mace, Supershop, and Simply Fresh fascias across the UK and Republic of Ireland. [1] The brand’s visual identity has undergone several documented changes, most notably a major rebrand in 2016 and a separate Irish refresh in 2024.
Design and History
In October 2016, Costcutter announced a comprehensive rebrand that included a new font and logo, a new strapline, “Shop the Way You Live,” and updated exterior and interior store design modules. [2] The new branding was described by the company as the most important announcement in its 30-year history at the time. [3] The look rolled out to six independent stores first, beginning with a store in Yorkshire in December 2016. [4]
The first pilot store featuring the new Costcutter brand look and “Shop the Way You Live” strapline opened in January 2017 in Darfield, South Yorkshire. [5] The rebrand was developed following a major shopper survey and was designed to connect with shoppers’ lifestyles. [6]
Earlier iterations of the identity included a white, green and red fascia, which was partially replaced in 2011 when Costcutter introduced the premium myCostcutter brand with a black, red and green fascia. [7] The traditional white Costcutter fascia was refreshed at that time alongside the new myCostcutter brand. [8]
In 2024, Costcutter Ireland, operated under separate ownership by the Barry Group, introduced a new brand look and store specification. The refresh was described as being on a much bigger scale than any previous changes to the brand’s visual identity. [9] The Irish logo differs from the UK version in being all red rather than green and red. [10]
Meaning and Symbolism
The red and green colour combination has been a consistent element of the Costcutter brand identity across multiple redesigns. Design agency Household, which worked on the brand’s retail experience, noted that a new colour palette “builds on the red and green of the brand identity.” [11] The 2016 rebrand introduced a “retro-inspired” logo, according to trade reporting at the time. [12]
Typography and Design
The 2016 rebrand specifically introduced a new font alongside the new logo. [2] Household, which designed the retail experience for the refreshed brand, added the display typefaces “Eveleth” and “faith & glory” to the main brand font for use in store communications. [11]
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