Victoria Supermarkets RU
See Victoria a Russian hypermarket, supermarket brand identity and store design, shop layout food retail interiors.
A new hypermarket, superstore and convenience food retail interior design, brand identity and POS communications in Russia.
Working with the senior management of Victoria, we developed proposals for three store formats.
Multiple store locations - Moscow.
Transforming a brand category for two Russian clients
The challenge for the owners and founders of the Victoria Group of supermarkets was to create a National food brand identity and supermarket store design with their 200+ store portfolio that could stand apart and compete effectively with the top six national food retailers in Russia. We created the brand identity and the interior design for their hypermarkets, supermarkets and convenience stores.
The Victoria Group was a leading retail company in Russia established in 1993. In 2011 Victoria management sold its 284 stores to the Dixy Group. Shortly after the sale, we were contacted by the CEO and the Marketing Director of Dixy to enlist our help. We were tasked with the re-branding of Dixy and Victoria Group stores. In 2021 the Magit Group acquired the chain from the Dixy Group and is now in control of the majority of estate and their retail formats, offering its customers a high-quality service while keeping affordable prices.
As with each project of this nature, we undertake the following activities to formulate and execute our designs: meeting with group internal departments, analysis of in-store shopping missions, an audit of in-store environment and merchandising strategy of the supermarket, communications, format, fixtures, fittings and lighting required.