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Appti, a new loyalty platform for the Colmar restaurants


Connect with the Colmar customers

Colmar was interested to gain more insight in the behavior of their customers, to increase customer retention in their restaurants and to communicate more efficiently with their clientele. Achilles helped Colmar to create and develop a loyalty platform that enabled them connect better with their customers. Essentially, the platform gives additional benefits to the customers of the restaurants in order to increase customer loyalty.  
Achilles Design was involved in this project from Strategy formulation to creating wireframes and prototypes, performing user tests and developing the ultimate design. Achilles designers deployed their strategy, UX/UI & branding design skills to merge modern technology and user-friendly design with the Colmar Brand.

Workshops together with the Colmar team

During a series of workshops, we guided the Colmar team in defining the strategy for this new service. We helped them in determining the goal and purpose, and to match the business requirements with customer needs. This process led to a decision in the loyalty program’s mechanism and requirements for the minimum viable product.
Brand design

The Colmar brand

However, part of the Colmar universe, the new loyalty platform needed its own distinctive voice. We helped in creating this new brand extension from brand name to final visual concept. By adopting elements of the Colmar brand identity as a basis, we made sure that the new platform fitted perfectly with the existing Colmar brand. The introduction of Appti-specific illustrations and graphics makes it recognizable and stand out in the restaurant
The development

The Appti app

The development of the application was coordinated by us, together with our development partner Cubitec. The platform is built as a responsive web app, to enable perfect usage on both desktop and mobile devices. It integrates with the existing cash register system and the CRM system to create a seamless loyalty experience for the customers.  
The result
the loyalty platform is currently being rolled out in all Colmar restaurants throughout Belgium and France. At this point, the platform has a user base of more than 6000 users and it is still growing.


The efficiency of a Belgian retail system in the French retail world


Implement signature checkout process to French legislation

At Colruyt in Belgium, the cashier takes your shopping items directly from your shopping cart, scans them, and loads them into another cart. This saves time and space within the Colruyt system and results in better customer intimacy. Even though the process is very much appreciated by Colruyt’s Belgian customers, this checkout method didn't fully comply with French norms and laws. Rather than just acquiring standard checkout counters and effectively copying the checkout system of other retail chains, Colruyt decided to develop a new checkout counter system that better suited their unique personality.
Belgian supermarket chain Colruyt does everything in its own way. Even the checkout process is unique.

A brand new workflow for clients and cashier

The challenge was to combine Colruyt's cart-to-cart system with a more traditional conveyor belt system. This hybrid checkout had to ensure that the employee would never have to lift heavy items (which is a legal requirement in France). Unlike most checkout counters in Europe, this system has the cashier standing up and make sure they are at the same level as the customer, therefore seeming more approachable and friendly. This also ensures that they are highly mobile allowing for quick personnel handovers. This method leads to enhanced work efficiency.

Verification of concepts in real life

Evidently, ensuring ergonomic comfort for the cashier personnel was absolutely crucial in this project. The best way to create and verify different concepts was using true-size prototypes. Very basic models made of simple materials (wood, cardboard, etc) were used for role playing games, to optimise the workflow. They provided immediate feedback to the design team, on different configurations or variations of the concept.
Process efficiency

Efficiency as a design driver

Process efficiency is the number one KPI at Colruyt. Naturally, this is also reflected in the construction of the checkout counters. A smart breakup into individual modules allows for fast assembly and repairs. The split-up also allowed Colruyt to use many parts left and right reducing the overall part count, cutting down on inventory and transport through nesting parts together.
The result
The result is a unique, friendly, and highly efficient checkout system, which has effectively become a differentiating attribute for Colruyt in France versus its peers. The fact that both cashier and customer are standing next to each other cuts the natural distance between the two and creates more customer intimacy.


A new and more extended visual identity for Dreambaby


Carefree happiness

Pregnancy, giving birth, and raising young children creates demand for baby supplies. Natural requirements for anything that concerns a baby are quality and reliability, trust and comfort. For a retailer in baby supply, it is crucial not only to offer the right products, but to offer information around the subject, share relevant tips and tricks, and to make customers feel understood. Achilles Design was asked to help the brand to develop a visual identity that radiates cheerful comfort. A warm and balanced design that informs and inspires at the same time. It’s not just about selling baby products. It’s about offering (future) moms proper advice, guidance and security.
kid reading

We combine our expertise

We work in close co-operation with the client, with whom we ran workshops and debriefs. We developed a dedicated communication strategy and determined the most suitable use of colour, typography and graphic elements.
We plan out an ideal scenario with several clear and fixed milestones to lead our way. With each milestone we take a step further down our creative path coming closer to the ultimate result.

Market research and desktop research

Before we start designing, we went through a pre-study period, thereby running a desk research on the subject, during which we tried to better understand the customer and her needs. We then ran a gap analysis versus the current look and feel of Dreambaby and developed a new visual identity that closed the gap. The next step was to dissect the existing brand. This helped us to determine the characteristics of topics and to develop a suitable communication strategy.
Visual design

A toolkit for graphic designers

Instead of delivering a rigid corporate identity, we presented a toolkit the designers at Dreambaby can use to explore new boundaries. The tree in the logo was base for this toolkit. Next to representing new-born life and all the growth and blossoming potential it holds, the coloured leaves, which come in all shapes and sizes, can outgrow the tree and create a graphic world on their own, effectively becoming a dynamic logo. Although colours and illustration style are determined, icons can be added at will and new visual stories can be told.
Style elements

Soft Colours and round shapes that accents feminine attributes

As the end customers of baby supplies are typically women, we selected softer colours and rounder shapes for the catalogue, thereby appealing more to women and demonstrating warmth and empathy rather than emphasizing a more neutral and cool quality focus. As both warm colours and round shapes are also associated with baby care, the choice of colours and shapes seemed an obvious way to upgrade the impact of the new visual identity.
The result
Dreambaby has a more focused and relevant visual identity for parents today.


Contemporary design with a playful retro twist


Create a packaging that appeals a young audience

Zeeland’s Roem is part of the Roem Group, Europe’s largest seafood processor. In a very conservative market, their Oyster packaging business somewhat lacked a strong brand recognition and a distinctive profile that would allow them to stand out against their competitors. With a more contemporary design, the company wanted to reach out to a new and younger target group. At the same time, Zeeland’s Roem wanted the new design to show the respect for the company’s long tradition in oyster farming.


For practical reasons the actual packaging (the basket) had to be preserved. So we went for a visual makeover of the top card. Furthermore, we added a small booklet for additional storytelling.

bright, fluorescent colors and a humorous nod to the traditional

Dutch oyster farming has a long family tradition. Furthermore, competitors often come from the same region or village. So the importance of heritage is sensitive and should not be underestimated. Unfortunately, this often leads to conservative design. The challenge was to come up with an attractive and contemporary brand, without renouncing tradition. As a reference to the long history in craftsmanship, we used engraved illustrations, but with a slight twist to strip it from its ponderous nature. The use of a simple, sans serif font and fluorescent colors gives the packaging an instant contemporary feel and makes it undeniably ‘pop’.


Enhancing the readability of pre-packaged meat products in the fresh food department


Making meat products easier to find, identify and choose

Adjusting the space, packaging and arrangements of products in order to support quicker and easier identification and choice among the different qualities, types, cuts and preparations of meat products in the fresh food department. OKay hired Achilles Design for a project that aimed at stimulating the overall performance of their fresh-cut, pre-packaged meat products section of their fresh food department. With other influential trends are also affecting volume, such as new lifestyles and growing climate awareness, the overall goal was to retain a fair market share. Our role was to research, develop and validate solutions for the hypothesis that the current way the products were presented, lacked intuitiveness and was detrimental to the attractiveness of the products. For us, that meant that we had to analyze the design of the space, the packaging, and the customer journey.

Analyzing how we make choices in meat products

With the constraint of limiting scope to the space of using only fresh food department adjustments, we first analyzed the in-store customer journey that leads to the purchase of pre-packaged meat. We therefore had to find out how a consumer is becoming aware of the product range, and then finding out which search attributes and quality cues are used to come closer to a product selection.
Together with the OKay-team, we researched, interviewed, and observed consumers about their process and preferences and observed how employees structured the spaces. Using different methods and prototypes to capture information, we learned what struggles, associations, and perceptions were influencing customer choice and behavior. We generated hypotheses about how the space, range structure and packaging could be optimized to help consumers make choices.

Validating scenarios

From the hypotheses, we generated a range of solutions, ranging from more transformational to incremental. This was done in co-creation with the relevant stakeholders such as the retailers’ buyers, packaging designers, marketeers, infrastructure designers and store managers. Individual items, such as the labels on the packaging or the angle to present a packaging to provide visibility, were combined into total concepts. These were translated into multiple interactive Virtual Reality prototypes of the entire space and components, which we used to immerse and research consumers opinion and behavior.
The concept offers solutions on the level of packaging, section, and section structure.

Spatial service system

The adapted packaging includes a new materialization and label design that facilitates easier and faster identification of meat cut and meat type. For the new packaging concepts, sustainability criteria were also used to generate and select product candidates. The sections got updated with new lighting, new visual cues, quieter colors to promote a premium feel and better visibility on the cuts by optimizing facing and view angles. The validated solution was then summarized and translated into a service blueprint.
The result
The method and output of this service design proved to be a valuable guide to support choices during implementation. By applying the proposed solutions, OKay projects that the revenues and market share in pre-packaged meat are secured and remain competitive in the changing market.


Designing a 24/7 store concept


A store that fits the life of busy people, 24/7

Creating a retail concept, targeted at young people who live in or commute through city centers, that supports unplanned shopping missions and facilitates having tasty and balanced meals for the next 24 hours. In 2015, Colruyt Group approached us to develop an idea that was launched by a visionary employee. After helping with tuning the briefing, the challenge was to create a concept that would strengthen the position of the retailer in city centers, to attract new audience and provide an answer to changing shopper motivations, habits and preferences, such as seeking 24/7 instant fulfilment.
We designed all the components and touchpoints of a modern retail concept: the offering, the space and its services in and beyond the physical location. Other than that, we also did the foundations of the product assortment and the means to quickly find instant fulfilment in that assortment by designing a visual identity, a concept for interior and functional furniture and an app concept.

Getting the briefing right

We helped in developing the initial idea by exploring and generating the mission and vision of the retail concept, analyzing and defining its target audience and stakeholders, and finally translating it into challenges that had to be solved.

Designing an identity

Developing a strong identity is a cornerstone in delivering new commercial concepts, as it should immediately reflect what value the consumer can expect. To facilitate conceptualization of services, products, architecture and interiors, we first created an identity that matched the lifestyle of the audience. After interviewing and analyzing how the target audience chooses to spend their time to shop and to dine, we envisioned experiences in storyboards that explained the newly designed journeys. From these service scenarios, we designed all the components and touchpoints of a modern retail concept: the offering, the space and its services in and beyond the physical location. We designed the foundations of the product assortment and the means to quickly find instant fulfilment in that assortment by designing a visual identity, a concept for the interior and furniture and an app concept.

Familiarizing stakeholders with the concept

Prior to discussing the concept, we needed to enable stakeholders to quickly empathize with the target audience. With short presentation slots in mind, a short movie depicting the lives of the target audience was created. The journeys and different concepts were illustrated in detail to make sure the experience was communicated well. To make sure the visceral elements such as light & color recipes were simulated realistically, we built a miniature physical model with working lighting and service details.

A store that adapts it’s experience to the time of day

The retail concept is a small convenience store that blurs the lines between retail and gastronomy, and will be located near busy places, such as railway stations or city centers. It will be open 24/7. We chose to build an identity around ‘appearance recipes’: adapting the total experience to the time of day by changing the lighting, color, store interior & lay-out and assortment and really convey the atmosphere of mornings, lunches, dinner and nighttime consumption.
Visitors of the store who are looking for a quick solution can significantly reduce the hassle of choice and their time in-store by picking from a central “moments-counter”: a piece of furniture that has an assortment for each moment during the day. The counter will be re-oriented during the day, so that a relevant offer is always in the closest proximity of the checkout. Reorienting the counter will also change the appearance of the store: the total experience is altered by a change in lighting, messages displayed on the screens, such as weather forecast that day or local evening events to attend, etc..
The assortment is organized around these times with emphasis on facilitating choice and reducing time in preparation without compromising quality. To be able to pull this off, common items are supplemented with a private label. For each moment, there are ready to heat/eat items as well as inspirational menus with curated self-serve ingredient counters. To be able to match the lifestyle of the target audience, digital services and an app integrate into the experience by providing features that support the journeys: messaging about products, reserving breakfast pick-ups, notifying about new menu’s that match food preferences of couples and groups, offering traffic and commuting insights, etc.
The result
The result is an integral convenience store concept that matches with the busy lives of its target audiences, integrates the digital realm and offers relief for those who have trouble in holding on to routine in shopping, deciding what to eat today or tomorrow, or need something in a moment’s notice.


Delivering a smooth grocery pick-up service


Support and optimize the on-site customer journey

Creating and organizing the spatial elements, being architecture, interaction modules and signalisation to ensure a smooth and branded service delivery for grocery pick-ups. In 2015, Colruyt Group asked us to redefine the grocery pick-up service “Collect & Go”. Doing groceries is often looked at as a nuisance, requiring significant efforts and time. Offering an e-commerce solution can offer relief, on the condition that an excellent service and experience of receiving the goods is provided. Together with their internal design team, we were tasked to design the on-site spatial elements and the user flow to position the service as a fast, dedicated, cost-and-client-friendly service provider.

Analyzing, designing and service scenarios

By analyzing different pick-up types, interviewing consumers and employees, and performing service safaris of both the current and competitive services, we laid out a framework that enabled strategic input and evaluation of design decisions for the customer journey and experience. This was used to initiate a collaborative process of designing new scenarios, tapping into the knowledge of a multidisciplinary team of marketeers, strategists and designers. Newly developed scenarios were used to list and describe the processes and touchpoints that had to be designed or redesigned. Using the criteria, such as total service delivery time, a broad array of solutions were developed: interaction modules, architectural solutions and signalisation concepts.
Moving through iterations and prototypes Gradually adding more detail and integrating partial solutions, we matured the service concept by testing and modifying service flows, architectural designs, interaction modules, interaction concepts and wayfinding. What started with cardboard & paper prototypes and ended with a fully functional prototype.

Spatial service system

The value of its solution is not only how well each individual component is designed. The real value is sum of all its parts, how well they integrate into each other. Reducing the time you spend on picking up your groceries, will depend on the time it takes to understand the architecture, which will be supported by wayfinding solutions or how car-friendly the site is. It will also depend on the time spent on interaction modules, such as the scanning or checkout-module, where the shape of the hardware and or comprehendability of the screens is important. It will even depend on how well you can maneuver your cart through each passage.
The result
The result is a grocery pick-up service point, that is easy to understand and faster in use. It puts more emphasis on supporting and informing the user during the entire journey, from entering the site, to exiting with your groceries.


An authentic design for a restaurant of the future


Develop the restaurant concept of the future

The Colmar Group hired us to develop the restaurant concept of the future, combining authentic, healthy, and traditional food with more efficient service and production processes, while rejuvenating its client mix. Can you combine sourcing and retaining good personnel, keeping operating costs under control (of which personnel costs are typically by far the largest category), optimizing service levels & processing times, while ensuring a comfortable, relaxed, and positive customer experience in order to maximize client retention.
In this project, Achilles deployed its Branding, Interior-, Service Design, and Innovation Consultancy disciplines to come up with a holistic restaurant concept that combines the authentic and rustic look-and-feel of a traditional and trustworthy restaurant with modern technologies and processes.
Visual identity

Look-and-feel reflects the restaurant's core values

In order to retain the traditional human interaction with the customer, the dishes are served by a waiter – therefore, the customer experience is comparable to that of a more traditional restaurant. The restaurant’s interior, its choice of colors, materials, light, and decoration are all carefully selected and curated to holistically reflect and support the restaurant’s characteristic.
Service design

Minimal processing times

In its restaurant, clients can order their dish via a practically self-explanatory digital menu card on an iPad that is available on every table. The digital application gives tips and provides background information where required. Customers can therefore autonomously order their dish, but a waiter is available in case of questions. The digital order system ensures equal customer attention and a timely order and preparation process.
Service design

Open kitchen concept

In its kitchen, the choice of dishes is optimized such that no experienced chefs are required. Instead, while the overall menu variety is satisfactory, dishes are composed of a reduced number of pick-and-place ingredients. A high-temperature conveyer furnace prepares the dish to perfection within a couple of minutes. Consequently, the number of required personnel in the kitchen is reduced to a minimum, while at the same time ensuring minimal preparation times for customer dishes.
The result
Operating efficiencies have been substantially improved, and actual human involvement is reduced to a minimum.


Kangourou’s epic-design school supplies


Up-market school supplies whit an epic design for teenagers

Our client asked us to design an original look for its school supplies and the packaging thereof.

Immerse in the world of young people

We immersed ourselves in the world of youngsters and to find out what they like. We found that they want hip and cool school supplies to show off. Young generation Z-ers require awesome gadgets that are cool, chill, and ‘epic’, and we gave them just that – with a wink and a nod to the parents.

Let's doodle!

Doodling (i.e. scribbling) is something nearly all teenagers do – whether consciously or unconsciously. Names, drawing and logos are scribbled all over pencil cases, notebooks, and book bags. Their drawing style is often influenced by comics, cartoons and (animated) films.

The design

Our starting point was a large and very crowded drawing in the style of a doodle that shows all attributes of the world of teenagers. Kangourou's school products, and what they are used for, are all incorporated in the drawing. This ‘master visual’ is used as a visual system, which is returning on all product packages with slight variations by highlighting a different focus point.


By rotating the master visual, we could constantly generate a new fragment of the doodle. Every product category therefore has a different doodle fragment on its packaging, showing a scene that focuses on the product in question. We also use variations in the background colours. No monotony, just a cool and chill design. It makes learning more fun!
The result
From packaging to product range As it turned out, the doodle was also very useful as a pattern on a product range of stationery, wrapping-papers and a variety of school equipment.


Reinventing the drinking bottle


A modern and appealing drinking bottle that is fun to use

Kambukka hired us to develop trendy drinking solutions for people on the go that suit every occasion. By combining aesthetics with smart functionality, we helped them to realize a broad range of drinkware that fits everybody’s lifestyle and personality.

Together we stand stronger

To meet the needs of different kinds of consumers all around the world our product designers, branding experts and innovation consults had to work in close collaboration with the Kambukka management. Achilles Design accompanied the client in the whole process, from early sketches to industrial production.

A smart range of thermal and water bottles

We like to introduce you to Etna, Olympus, Elton, Lagoon and Reno. All of them fully leakproof, available in fashionable colors and providing a smooth drinking experience thanks to the patent pending product features.

A lid for any occasion

Do you like your drinks icy cold on a hot summer day? Just combine a thermal mug with the lid of a water bottle. You can mix and match all bottles and lids to customize a perfect drinking experience.


Snapclean® makes them very easy to clean. Just pinch and pull to remove the inner mechanism and prepare the lid for a thorough dishwasher cleaning.

3-in-1 lid

Slowly waking up behind your desk with your morning cup of coffee in hand is a different kind of setting than hastily knocking back an espresso on your way to your next meeting. That’s exactly why the 3-in-1 lid has multiple positions: 'push to drink', 'always open' and 'locked'.
The result
Don't think, just drink! At first, Kambukka launched its products in Europe, but later also in China, Canada, Russia and Australia. Effectively, Kambukka pushes the boundaries in an ever-growing market of reusable drinking bottles.
Starting with a rough concept of many loose ideas, we succeeded, together with Achilles, in not only omitting the superfluous, but also in making many difficult decisions. Slowly but surely Kambukka became a real brand with its own typical design language.

Sabrina Ruzzi

Marketing Manager Kambukka
There are too many products of inferior quality. We do not only work with high-quality materials, but pay attention to finish and ease of use.

Stijn Lowette

CEO Kambukka