Victoria Supermarket Retail Store Design, Format Planning
We build effective retail brand strategies and environments.
Innovative. Creative. Experiences.
Victoria, a Russian hypermarket, supermarket, and convenience store chain, focuses on creating a cohesive brand identity, store design, and food retail interiors with optimized shop layouts.
The Challenge:
Established in 1993, Victoria had grown to more than 200 stores across Russia but lacked a distinctive national brand identity and retail environment to compete effectively with leading grocery chains. The priority was to develop a cohesive brand, optimised store formats and engaging interior environments that strengthen brand perception, enhance the shopper experience and drive sales performance.
The founding shareholders shared their vision for the future with us, and we began developing the Victoria brand identity, communication strategy, promotional materials, and interior designs for their hypermarkets, supermarkets, and convenience stores
The goal was to enhance sales revenues and increase
the market value of the Victoria brand in preparation
for its eventual sale.
Our design process was grounded in close collaboration with the group’s internal departments, a thorough analysis of in-store shopping behaviours, and an audit of the store environments and merchandising strategies. We evaluated key elements such as communications, store format, fixtures, fittings, and lighting to ensure a cohesive and impactful design.
Strategic Retail & Branding Solution:
• Brand identity creation tailored to position Victoria as modern, accessible and customer-focused
• Store format strategy across multiple supermarket and convenience formats
• Interior design planning that enhances navigation and visual coherence
• POS and in-store communications to reinforce the brand journey
Each design element was informed by in-depth analysis of shopper behaviour, store audits and collaboration with Victoria’s leadership teams.
What We Delivered: Brand Identity & Strategy
We developed a unique brand identity that reflects freshness, quality and convenience while clearly differentiating Victoria in the crowded Russian retail market. Visual elements, including colour, typography and iconography, were crafted to support easy navigation and positive emotional engagement.
Retail Interior & Store Planning
Our design framework included:
1. Optimized store layouts that guide customers intuitively
2. Merchandising systems aligned to behaviour and category performance
3. Interior graphics that reinforce brand storytelling across departments
4. Consistent signage and wayfinding for seamless navigation
These elements combined to create inviting, organised and intuitive shopping environments in every format.
Visual Brand Execution. We delivered a complete visual identity suite, including:
• Store signage concepts based on shopper behaviour
• Department graphics for fresh produce, bakery, wine and more
• Branded POS and navigation touchpoints throughout stores
• Exterior branding and vehicle livery to extend brand reach
Key Outcomes:
• A modern brand identity that strengthens recognition in a competitive market
• Improved store circulation and intuitive customer journeys
• Enhanced merchandising impact and visual clarity
• Scalable design approach for rollout across multiple formats and locations
These innovations helped Victoria stand out, deepen customer loyalty, and elevate commercial performance ahead of strategic ownership transitions.
Our Four-Step Process:
1. Book a consultation call for free
2. Co-create a bespoke brief
3. We execute the creative work fast
4. You see sales, brand loyalty and market share uplift
Ready to Transform Your Retail Brand?
Book a free consultation with CampbellRigg’s retail branding and design specialists to unlock more value from your store environment.
Smart Value, Exceptional Quality:
Our pricing is highly competitive without compromising creativity or impact.
Fast, Focused Delivery:
From strategy through rollout, our agile team ensures high-quality execution on time.
Cross-Disciplinary Expertise:
Brand strategists, architects, interior and graphic designers deliver cohesive, end-to-end retail environments.
Global Reach, Local Insight:
With projects across Europe, the Middle East and Asia, we combine international perspective with local market relevance.
Scalable Implementation:
From flagship supermarkets to convenience formats, we deliver efficient design solutions at any scale.
Proven Results:
We transform retail spaces into engaging brand destinations that strengthen relationships, enrich experiences and drive commercial growth.
