Fix Price Variety Store Branding & Retail Design
We build retail brand strategies and environments.
Innovative. Creative. Experiences.
Creating a brand identity, merchandising strategy, POS branding, and advertising communications for Europe’s largest variety retailer based in Russia.
CampbellRigg was commissioned by Fix Price Ltd, one of Russia’s fastest-growing discount retail chains, to deliver an integrated retail design, visual identity and branding solution that enhances the in-store experience, strengthens brand cohesion and supports long-term commercial performance across multiple store formats.
The Retail Challenge:
Fix Price needed to reimagine its store environments to better reflect its value-driven positioning while meeting evolving customer expectations. The existing retail experience lacked visual consistency, intuitive wayfinding and distinct brand expression across stores.
To stay competitive in a dynamic discount retail market, Fix Price required:
• A unified retail brand presence across all store formats
• More intuitive navigation for shoppers
• Stronger merchandising clarity and visual hierarchy
• Brand-led in-store communications that reinforce customer perception
Creating a brand identity, retail store design, brand guidelines and a merchan- dising strategy for Fix Price. Russia's largest variety store retailer.
The Fix Price brand identity and store
interior design deliver impact and reflect the
rational value of the customer promise:
"super product - super value."
5500 store locations - Russia, Belarus, Estonia, Kazakstan,
Latvia, Uzbekistan, Kyrgyzstan and Georgia
Strategic Retail & Branding Solution
CampbellRigg’s approach combined strategic brand positioning with thoughtful interior design and retail environment planning, including:
1. Retail Interior & Store Layout. We redesigned core store layouts and fixture planning to improve customer flow, increase category visibility and reduce visual clutter.
2. Visual Communications. A cohesive suite of signage, graphics and messaging elements was developed to reinforce Fix Price’s value positioning and brand narrative.
3. Shopper Experience Design. Customer journeys were refined through clear zoning, visual cues and structured pathways that enhance discoverability and drive repeat visits.
To signal change, CampbellRigg developed the anchoring brand idea for Fix Price. A ‘unique’ and ‘innovative’ customer promise: ‘Super product - Super value’.
Every design decision was informed by shopper behaviour insights, store performance analysis and close collaboration with Fix Price’s leadership and retail teams.
What We Delivered - Brand Identity & Retail Framework
We created a distinctive visual identity and retail framework that ensures consistency and relevance across all Fix Price stores. Key elements included:
1. Unified colour and typography systems
2. Branded iconography and graphic language
3. Signage and messaging aligned with shopper expectations
4. Flexible design standards suitable for multiple store sizes
5. Interior & Merchandising Enhancements
Our solutions incorporated:
• Category-specific merchandising strategies aligned with customer behaviours
• Visual graphics that amplify brand presence across departments
• Consistent signage and wayfinding to improve navigation
• Zoning that supports ease of shopping and product discovery
These components combined to create inviting, organised and intuitive shopping environments that enhance the overall retail experience.
Campbell Rigg International once again teamed up with iconic variety retailer Fix Price to re-design their brand identity, retail store interior design
and communications suite.Fix Price is back with a new brand identity,
store interior design and continues to
expand its network!
"The new brand identity has set a new retail benchmark
for variety retailing."
Key Outcomes & Impact:
• A modernised, cohesive retail brand identity across all store formats
• Clear, intuitive store circulation and improved shopper engagement
• Enhanced merchandising impact and product visibility
• A scalable retail framework ready for rollout nationwide
These improvements helped Fix Price compete more effectively, increase customer satisfaction and lay the groundwork for sustainable commercial growth. Today there are 5,500 stores across Russia, Belarus, Estonia, Kazakhstan, Latvia, Uzbekistan, Kyrgyzstan and Georgia.
"Fix Price has the potential to grow the retail concept worldwide."
Sergey Lomakin - Co-Founder of the Russian variety retailer Fix Price
Our Proven Process:
1. Consultation - Free strategic call to assess goals
2. Bespoke Briefing - Co-create a tailored plan
3. Fast Execution - Deliver creative work efficiently
4. Commercial Growth - See uplift in sales, loyalty, and brand performance
Partner with CampbellRigg to Transform Your Store.
Book a complimentary consultation with CampbellRigg’s retail branding and design specialists and unlock more value from every square metre.
Smart Value, Outstanding Quality:
Our fees are structured to be competitive while delivering exceptional impact, creativity and design excellence.
Fast, Focused Delivery:
From strategy through rollout, our agile team works efficiently to deliver high-quality outcomes on schedule.
Cross-Disciplinary Expertise:
Brand strategists, architects, interior designers and graphic designers collaborate seamlessly to shape cohesive, end-to-end retail brand environments.
International Perspective, Local Relevance:
We combine global project experience across Europe, the Middle East and Asia with deep sensitivity to local market dynamics.
Flexible, Scalable Implementation:
From flagship urban supermarkets and convenience formats, we deliver projects of every scale with precision and efficiency.
Results That Speak:
We transform store networks from transactional spaces into engaging brand destinations that strengthen relationships, enrich experiences and drive measurable commercial growth.
Integrated Creative Partnership:
From brand repositioning and campaigns to spatial design and rollout, we offer a fully integrated service aligned to your commercial ambitions.
