Safeway Retail Superstore Design & Branding
We build effective supermarket strategies and environments.
Innovative. Creative. Experiences.
An award-winning supermarket design for Safeway, resulting in a significant sales uplift following the implementation of the concept design and format planning.
CampbellRigg was engaged by Safeway UK, a leading supermarket operator, to deliver strategic retail design consulting and branding services that elevate the customer experience, strengthen brand perception, and support long‑term commercial growth across multiple supermarket formats.
Shaping the next generation of supermarkets begins with understanding tomorrow’s customers.
Retailers must anticipate evolving expectations, from greater emphasis on fresh, healthy food and wellbeing, to seamless integration of advanced technology such as mobile apps, frictionless checkout and cashless payment. The future supermarket will be defined by how intelligently it responds to these priorities, creating faster, more personalised and more rewarding shopping experiences.
To envision the next generation of supermarkets, it's essential to gather customer feedback on their shopping preferences. What do they prioritize in their shopping experience? Is it the importance of fresh food, health and well-being, and cutting-edge technology like in-store apps and cashless payment systems?
Award-winning retail design. Best supermarket store interiors and branding.
"Safeway supermarket sees substantial sales uplift.
The format beat expectations. Since opening sales were
40 per cent ahead of budget."
Multiple store locations - United Kingdom.
Before collaborating with Safeway's management team, we analysed the layouts of three existing store formats: convenience stores, supermarkets, and superstores. We reviewed market research on the future of supermarkets and designed new environmental zones for each store format.
These zones were crafted to be adaptable, allowing for different configurations in various store sizes. By grouping specific product categories based on customer preferences for range, display, and promotion, our work helped Safeway enhance its competitiveness against major retailers and high street specialists.
Do customers prefer the convenience of quickly purchasing everyday essentials, or do they view shopping as an emotional experience, seeking out fresh, freshly prepared in-store products and curated selections that offer continual surprise and inspiration?
Exploiting consumer trends in superstore, food retailing with fresh food and great value.
The distinctive design solution enabled Safeway to compete effectively against other major supermarket retailers as well as high street specialists in the home meal replacement category.
Safeway management sought to understand these preferences by asking customers about their ideal grocery store. Customers expressed a desire for well-organized stores where they can easily find items, visually appealing and well-merchandised environments that encourage impulse purchases, and a focus on fresh produce and in-store prepared foods.
The Retail Challenge
Safeway wanted to modernize its supermarket environments to meet evolving shopper expectations while preserving its heritage. The existing store formats and interior environments lacked:
1. A consistent visual language
2. Intuitive navigation
3. Effective merchandising hierarchy
4. Brand‑led in‑store communication
Safeway needed a unified retail brand presence, optimised store layouts and distinctive visual communications that improve shopper navigation and drive sales.
Our design solutions featured:
• Unique merchandising solutions and strategies aligned with customer needs and category behaviour
• Cohesive zones that improve product discovery and dwell time
• Interior graphics that amplify brand presence across departments
• Consistent signage and wayfinding for seamless navigation
These elements created inviting, organised and intuitive shopping environments that help increase average basket size, dwell time and customer satisfaction.
Balanced circulation paths, clear product zoning and compelling visual cues ensured a superior experience at every touchpoint.
Our Four-Step Process:
1. Book a consultation call for free
2. Co-create a bespoke brief
3. We execute the creative work fast
4. You see sales, brand loyalty and market share uplift
Transform Your Supermarket: Boost Sales and Shopper Engagement
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 hypermarkets to 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.
