The previous brand identity
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 its goal on becoming a serious player in the Russian Supermarket Food retail sector prior to the implementation of their endgame 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.
We help business leaders develop a concise set of bold and innovative initiatives when creating a retail brands.
Working closely with senior management executives, including the CEO, we developed proposals for the brand environment 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 the store design" within three formats (convenience stores, supermarkets, and hypermarkets).
We benchmarked successful retail chains in Western
Europe and incorporated our research into 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 design powerful, creative and engaging retail brand experiences.
We set about creating a store environment based on the premise of exceeding customer needs, long-term customer relationships and deeper emotional bonds to drive brand.