In 2018, the Kyiv-based wine and grocery store “goodwine” completely redesigned and personalised its loyalty programme so that all customers received exclusive offers based on their preferences. Therefore, from the variety of products ranging from fruit, vegetables, bread and cheese to flowers and wine, a colourful appearance was created comprising pictograms in a naively illustrated style. A specially programmed algorithm then randomly shuffled all the elements to link and combine them into thousands of new designs for use as exclusive brandings on the personal loyalty card, meaning that there were no two identical cards. The employees also became part of the identity, placed as illustrations on the posters hung up next to their real workplaces. From the posters they “explained” how the loyalty programme worked in their department, making customers feel that a real person was talking to them. A total of 85 per cent of old clients switched to the new programme and several thousand visitors became new loyal customers.
Statement by the Jury
The outstanding achievement of the brand design and new loyalty programme for “goodwine” is that the local employees have been integrated as a part of the playful and attractive design. In addition to generating individual customer cards and personalised offers, the design succeeds in dynamically and effectively connecting customers to the brand by engaging them in an authentic experience.