CampbellRigg brand strategy agency creates the Centra good to go sub brand identity for convenience food stores in Ireland
a focus on lifestyle

Micro-convenience store concepts are the ultra compact food retail formats in city business districts
Centra, the convenience format franchised by the Musgrave Group (Ireland’s largest grocery distributor), is Ireland’s leading convenience retail group, with bright, accessible stores in over 350 locations throughout the country. Musgrave management introduced their ‘Good to Go’ concept with a focused range of fresh produce and hot/cold food offers to meet the growing convenience market in Ireland.

Executing retail store design, branding, and packaging for micro-convenience food retailers
Working with the Musgrave’s Store Development and Marketing team, we developed a communication strategy, the “Good to Go” sub brand identity, and store environment for Centra to address the demand of home meal replacement and top-up shopping requirements of Ireland’s busy convenience food sector. 


Creating the menu board graphic for Centra convenience stores Own label packaging design for “good to go” by the retail design agency

We follow food retail innovations closely and are always looking for new brand concepts such as organic coffee 
The new ‘Good to Go’ sub brand identity was created and launched with the support of vibrant in-store communication, food packaging, merchandising systems and store design. The shop format accommodates the fluctuating levels of business that Centra experience each day and the varied day-part food requirements.

We created a ‘serve-over’ hot and cold food concept, and worked with Musgrave management to introduce new impulse and chilled food lines, as well as self service fresh coffee and ready to go pizza. The self-service area also offers busy customers pre-prepared sandwiches to go.

The non-food zone is located towards the rear of the store and helps to increase customer dwell time, and facilitates food only customers to be served without delay.

Menu board graphics and construction drawings for Centra  Construction drawings and photo of the bagels department at Centra Design visual, branding and photo of the coffee department at Centra

the store before

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