ICA Sverige - Customer Segments
Based on knowledge and customer data, these small worlds of objects show the different shopper segments at ICA. Together with introduction texts and statistics, each illustration tells a story about a general persona.
The groups got their own color setting with a refined variant of the main palette. The illustrations are based on the Illustrative Icons, but are modified to be more alive and able to be put into motion. The icons can easily be separated from the clusters to specify the data in more detail. Which one are you?















