Monetka supermarkets RU

 

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.

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.

 

 

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 design for the contemporary brand identity above. The previous idetity below. 

 

Learn more about the project

Re-branding a Russian supermarket chain of 1600 stores

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. Today it has in excess of 1600 stores throughout Russia.

Most of these self-service shops are within walking distance of high rise residential housing, offering customers essential commodities and food products at low prices with low trading margins, own production and own brands.

We re-branded the business creating a new brand identity, that would give it a fresher and more contemporary appeal, and a comprehensive brand toolkit, together with a sub-brand to be applied as a Private Label to a range of home and cleaning products. A new "look and feel" for the store brand environment was aimed to facilitate customer experience in-store, differentiate the departments, accent a wider product range and fresh offering whilst maintaining the idea of value for money. The requirement for the new solution was flexibility and a reasonable cost per square meter for the implementation.

As an outcome of our collaboration with Monetka, the following was achieved: A new brand identity for the discount stores A new sub-brand (Private Label) Brand environment new look and feel to reinforce the new brand values Merchandising and format planning solutions Complete POS and communication suite to be applied in-store and on printed materials, The project was followed by a large scale rollout program across the chain.