2024, Toulouse
E.LECLERC DRIVE
SERVICE DESIGN
customer: E.LECLERC
competition project for Brio agency
As part of an inter-agency competition, E. Leclerc called on the BRIO agency to modernize the charter of its Drive service. The leader in the French drive-in food market, with over 5 million customers, E. Leclerc stands out for its attractive prices, while avoiding the discount image. However, the independent management of its drives had led to significant heterogeneity, and the existing charter was outdated and in need of an overhaul.
The aim of the project was to create a charter capable of uniting members around a common identity, while offering solutions adapted to the various sizes and budgets of drives. Three levels of intervention were proposed: GOOD (low-cost improvement), BETTER (further improvement with the introduction of new features), and BEST (major transformation with a more substantial investment). The overall concept was completely rethought, integrating the customer journey and highlighting new services. The new multi-modal design gives greater prominence to the human element, while being more visible, legible and modular to adapt to the existing fleet. This approach guarantees the network's homogeneity, reinforcing brand recognition.
