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Joyce’s is an independent, family-owned chain of supermarkets in the west of Ireland. Joyce’s award-winning stores are located in Headford, Knocknacarra, Athenry, Tuam, Oranmore, Inverin, Ballybane, Fr Griffin Road, Doughiska and Shangort Road.  

Proactive carried out a brand audit for Joyce’s, before realigning the brand to ensure consistency across all customer touch points. This included signage, advertising, point-of-sale, posters and online materials. Proactive then analysed the core values of the company and created a series of communications that highlighted what makes Joyce’s different from their competitors. 

Advertising templates were then created. These templates allowed creativity while maintaining consistency in the way the brand is presented. The tone of voice for Joyce’s was then examined and a series of straplines for each product category were created. 

A comprehensive brand guidelines document was produced and presented to all other suppliers and printers, ensuring consistency across all media.