01 Tredo01 Tredo

Tredo

For more than 70 years Tredo has been one of Swedens biggest sales partners for grocery brands wishing to enter swedish retailers. Lately they have been incorporating new digital tools for a smoother sales process and are hoping to do the same with a modernized website.

Core challenges of the brief:

  1. Establish a new flexible visual identity
  2. Elaborately describe Tredos long history
  3. Create a login for managers and the sales force
  4. Create a stand-alone news page (currently tied to Mynewsdesk)

For more than 70 years Tredo has been one of Swedens biggest sales partners for grocery brands wishing to enter swedish retailers. Lately they have been incorporating new digital tools for a smoother sales process and are hoping to do the same with a modernized website.

Core challenges of the brief:

  1. Establish a new flexible visual identity
  2. Elaborately describe Tredos long history
  3. Create a login for managers and the sales force
  4. Create a stand-alone news page (currently tied to Mynewsdesk)
UX Design
UI Design
Development
Brand identity design
Corporate design
September 2021

Insights

Recycling of the Tredo heritage

Since it’s start the Tredo logo has made use of five triangles stacked into a pyramid. With such simplicity and strong established symbolism, there is a possibility to translate the symbol into visuals and layouts. Such unity across media provides a modern digital image that keeps the old in mind.

Digital ways of working

We established a content strategy very much focusing on the already digital ways of Tredo. It was clear that most competing sales partners put very little emphasis on this depite it being such an integral part of modern day selling and communication with grocery stores. A key success factor that clients most likely will want to know are being used.

Timely updates by sales managers

Sales Staff are highly dependent on guidance and materials from Sales Managers to be able to conduct their sales tasks. A login for employees will simplify this exchange by allowing managers to upload information to be downloaded and viewed by Sales Staff. To further support this process it’s key that Sales Managers have strong admin capabilities.

Strategy

XL Triangles

By maximizing the logo of Tredo the triangles form a grid. This grid was used to position text and images. Each triangle also works as a mask for images. Hence the logo takes on a functional role inside of the actual media where Tredo exists. Metaphorically this also taps into Tredo’s tagline “The store within the store” and enforces it in a visuals way.

Digital tools as a cue to show sales efficiency

In order to attract new clients via the website, digital tools and ways of working were used as separate sections on the homepage to attract interest and ecourage visitors to read more about Tredo and get in contact. By fronting these tools combined with sales processes the visitor can more easily get a tangible sense of Tredos effectiveness in sales.

Login and website integration

A simple login system was designed where Sales Managers can upload important information to Sales Staff. It’s housed on the Tredo website for easy access and to maximize the admin capabilities of Sales Managers in conjunction with other regular updates to be made for the website. This minimizes the complexity and enables Sales Managers to easily keep their employees updated.

Visuals

Flexible design system

The simple method of utilizing expanded triangles expresses strength and effectiveness. It’s also offers a useful design system that can easily be adapted for various media on- and offline. Green has been adopted as Tredo’s new accent color instead of the previously used navy blue. The reason for this change was to make Tredo’s identity more organic to fit the food industry which they are acting within.

Development

Webflow for easy client management

In order to enable easy management by Sales Managers when uploading materials to employees and when updating news and other information on the website, it was decided to build the website in Webflow. This platform is very userfriendly compared to wordpress when it comes to admin tools.

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