A retail brand identity, store design and POS communications for a supermarket chain
Victoria, a retail investment business vehicle established in Kaliningrad Russia, had grown rapidly to almost 200 stores in a very short space in time. The shareholders set it’s goal on becoming a serious player in the Russian Supermarket Food retail sector prior to the implementation of their end game strategy. With few precedents in the Russian food supermarket retailing, the challenge to develop a successful brand and to maximise shareholder value, required the retail expertise of an international branding agency with strategic food retail store design credentials.
What we did for Victoria’s brand identity
Working closely with senior management executives, including the CEO, we developed proposals for the brand expression of the supermarket chain based on input from key stakeholders, and focus group consumer research. The research helped garner an understanding of “what delivers positive expressions for Victoria" (the proposed umbrella brand), and the three sub-brand formats (convenience stores, supermarkets, and hypermarkets).
We benchmarked successful retail chains in Western Europe and incorporated our research within the proposed brand strategy. Our work-streams improved the money/meaning relationship between the goods and service provider (Victoria Group Retail), it's consumer audience and shareholder value at the point of disposal.
We set about creating a brand identity based on the premise of exceeding customer needs, long-term customer relationships and deeper emotional bonds to drive brand. The benchmark and research phases of the project helped to formulate conceptual elements for the brand identity and the brand environment. This included 'Real Food' values - fresh products are important to us. Customers are at the heart of our business - we always strive to provide honest straightforward service. We want to make life easier for our customers - giving them the opportunity to save time and money. We listen to our customers and suppliers - we are happy to change according to needs.
we are a multidisciplinary team
we create point of sale material
we deliver on creativity
to work with us