In January 2023, Irma, the staple supermarket in Denmark, announced that it would close all its stores. For centuries, the Danes treasured the Irma girl and the supermarket's design initiatives, but its sales was eventually was outcompeted by new discount markets. In order to fill in the gap Irma left, we were to design a new brand that solves a modern Danish supermarket problem.

After conducting research to understand grocery shoppers' pain points, I realized the complaints fell into three main baskets: visual overstimulation, decision paralysis, and supermarket anxiety. After distilling the causation relationship among them, I identified the precise design problem and the key ideas for a solution.