A discount food retail store design and corporate brand identity
Monetka began in Yekaterinburg in 2001 and has become the largest regional retail network in Siberia. By August 2012 it had opened 390 stores located in Sverdlovsk, Chelyabinsk, Tyumen, Kurgan and Tomsk regions, and in the Perm Territory, the Republic of Bashkortostan, the Siberian Federal District, the Khanty-Mansi and Yamal-Nenets autonomous districts. Moreover, the franchise has opened about 100 stores, in Moscow and the Kaluga regions. Most of these self-service shops are within walking distance of high rise residential housing, offering customers essential commodities and food products at a low prices with low trading margins, own production and own brands.
We help business leaders develop a concise set of bold and innovative initiatives when creating a brand identity
We re-brand the business with a new identity and supported this work stream with the development of a comprehensive POS brand toolkit.
The outcome of our collaboration with Monetka management produced the following results:
A new brand identity for the discount stores
A new sub-brand for their private label
Merchandising and format planning
POS and communication suites applied in store and on-line
The project was successfully implemented in 2 pilot stores, followed by a large scale rollout programme across the chain
The main task
To re-brand the business with a new brand identity.
The secondary task - To develop POS, merchandising and format planning solutions, based on the existing stores and to implement the change for a reasonable cost per square meter.
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