Translated Amazon’s global brand guidelines into EU-relevant execution ✔
Balanced global consistency with local cultural and category norms ✔
Led cross-functional alignment across EU stakeholders ✔
Balanced global consistency with local cultural and category norms ✔
Led cross-functional alignment across EU stakeholders ✔
✔ Secured leadership buy-in for key deviations
✔ Built scalable design frameworks for long-term brand application
✔ Guided change management and team adoption
✔ Built scalable design frameworks for long-term brand application
✔ Guided change management and team adoption
Context:
The Amazon Fresh EU brand identity had remained unchanged for five years. With new guidelines being developed for the core Amazon brand, there were global/company-wide efforts to align all areas across Amazon with the new core identity. As the Amazon Fresh brand expanded across Europe, it became clear that visual and packaging cues designed for NA audiences didn’t always resonate with EU consumers or align with market norms.
The Challenge:
The business needed a refreshed EU brand identity that:
- Stayed consistent with Amazon’s global design principles.
- Accounted for local consumer expectations (e.g. color palettes, category cues, information hierarchy).
- Worked across multiple EU markets with diverse regulatory and cultural considerations.
- Stayed consistent with Amazon’s global design principles.
- Accounted for local consumer expectations (e.g. color palettes, category cues, information hierarchy).
- Worked across multiple EU markets with diverse regulatory and cultural considerations.
My Role & Solution
I led the brand evolution project for EU grocery, navigating the global-local balance:
- Global-to-local adaptation: Analyzed where NA branding clashed with EU norms (e.g. pack architecture, typography, on-pack claims) and built a case for adjustments.
- Secured leadership buy-in: Justified deviations to global stakeholders by grounding recommendations in EU consumer insights and retail landscape.
- Design leadership: Directed design exploration to blend Amazon’s global identity with locally resonant visual elements.
- Scalable frameworks: Created EU-specific design systems that preserved global brand equity while ensuring local usability.
- Stakeholder alignment: Partnered with cross-functional EU teams and global brand leads to ensure adoption and consistency across launches.
- Global-to-local adaptation: Analyzed where NA branding clashed with EU norms (e.g. pack architecture, typography, on-pack claims) and built a case for adjustments.
- Secured leadership buy-in: Justified deviations to global stakeholders by grounding recommendations in EU consumer insights and retail landscape.
- Design leadership: Directed design exploration to blend Amazon’s global identity with locally resonant visual elements.
- Scalable frameworks: Created EU-specific design systems that preserved global brand equity while ensuring local usability.
- Stakeholder alignment: Partnered with cross-functional EU teams and global brand leads to ensure adoption and consistency across launches.
Impact
- Delivered a modernised brand identity that was both globally consistent and locally resonant.
- Strengthened consumer trust and shelf appeal in EU markets.
- Reinforced Amazon’s positioning as both a global brand and a local player.
- Demonstrated leadership in managing the tension between global frameworks and local realities.
- Strengthened consumer trust and shelf appeal in EU markets.
- Reinforced Amazon’s positioning as both a global brand and a local player.
- Demonstrated leadership in managing the tension between global frameworks and local realities.
