This was a really exciting project to work on. Winners, the biggest grocery chain here in Mauritius, wanted to explore a new identity for an offshoot of their online service, to be called "e.win." I was tasked with creating the look and feel for this new digital brand from the ground up.
While I was at Moris Pub Ogilvy, we worked on this pitch for Winners. The main creative task was to build a fresh, digital-first identity for "e.win" that felt modern and easy to use, while still being connected to the trusted Winners parent brand. The vibe I went for was "minimalist but celebratory"—clean, simple layouts with a bright, energetic orange and colorful confetti-like graphics to make the experience of online shopping feel fun and rewarding.
A key part of the concept was the content strategy. I developed two main types of posts. The first was the "Win of the day," a clever pun on the "e.win" name, which we'd use to highlight incredible daily deals. It was a simple way to create daily excitement.
The second content idea, which I was really happy with, was the recipe-based posts. Instead of just showing products, we'd feature a beautiful photo of a finished dish—like french toast or tempura cauliflower—and then below it, showcase all the ingredients you'd need, which you could buy directly from the e-store. It was a much more inspiring way to shop.
The "How it works" graphic was also important. I wanted to make the process of online shopping seem as simple and stress-free as possible, so I broke it down into these clean, easy-to-understand icons. It was all about making the service feel approachable and user-friendly.
Even though they ultimately went in another direction, I'm still really proud of the identity we created for "e.win." It was a great opportunity to think about the entire customer journey, from creating daily excitement with deals to inspiring people with recipes. It taught me a lot about how to build a friendly and functional digital brand that’s designed to make life a little easier and more fun.
