Customer-centric discount store branding, marketing, brand identity and shop design for Monetka, Russia by a leading grocery retail design agency in London.
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.
The previous brand identity
We help business leaders develop a concise set of bold and innovative initiatives when creating a brand identity.
We re-branded the retailer with a new corporate 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. A new brand identity for the discount retailer, a sub-brand for their private label packaging, a merchandising and format planning solution for stores and an online and in-store POS communication suite.
The project was successfully implemented in 2 pilot stores, followed by a large-scale rollout programme across the chain
