Victoria RU

Supermarkets

Victoria a Russian hypermarket, supermarket brand identity and store design, shop layout food retail interiors.

Retail branding, corporate identity, brand, hypermarket interior design planning, marketing POP in-store, grocery food supermarkets - Victoria
Creating the brand identity.
Victoria supermarket brand identity and shopping bag design
Store bag strapline - Вкус вашей жизни - "Taste of your life".

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 three store formats.
Multiple store locations - Moscow.

 
Victoria supermarket brand identity exterior signage
Learn more about the project

Creating the brand that someone will buy

The Victoria Group was a leading retail company in Russia established in 1993. 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. 

The founding shareholders briefed us with their plans for the future and we set about the creation of the Victoria brand identity, communications platform, promotions suites and the interior design for their hypermarkets, supermarkets and convenience stores.

As with each project, we plan and execute our designs based on meetings with group internal departments, analysis of in-store shopping missions, an audit of in-store environment and merchandising strategy, communications, format, fixtures, fittings and lighting required.

Our internal process of renewal allows us to benchmark and write about the best-in-class branding and design in many market sectors across the globe. Many of the design concepts and format principles came from benchmarking the best retailers in Europe.

In 2011, Victoria management sold its 284 stores to the Dixy Group. Shortly after the sale, the CEO and the Marketing Director of Dixy to enlist our help to develop the brand. The re-branding of Dixy stores then followed. In 2021, the Magnit Group acquired both chains and is now in control of most estate and their retail formats, offering its customers a high-quality service while keeping affordable prices.

Victoria advertising and branding motor vehicle trucks
Advertising and branding on motor transport.
Victoria advertising and branding motor vehicle vans
 
Victoria supermarket management staff uniform design
Designing staff uniforms.
Victoria supermarket staff uniform design
Victoria strapline - Вкус вашей жизни - "Taste of your life".
Victoria supermarket store entrance super grahic
Store entrance super grahic branding. 
Victoria supermarket store entrance trolley bay and super grahic design
 
Victoria supermarket store planning
 Planning the store layout, customer journey and zoning of departments.
Victoria supermarket floor plan and merchandising system layout
Designing the fishmonger department.
Victoria supermarket fish monger department design
 
Victoria supermarket fish monger department and POS communications
 
Victoria supermarket bakery department and POS communications
 
Victoria supermarket wine department and POS communications
 
Victoria supermarket wine department branding
 
Victoria supermarket wine department super graphis design
 
Victoria supermarket wine department super graphis design
 
Victoria supermarket merchandising system design
Victoria supermarket detail drawing of merchandising system design
 
 
Victoria supermarket in-store catalogue design
 Designing the in-store catalogue.
Victoria supermarket in-store catalogue design
 
Victoria supermarket in-store price ticketing design
 
Victoria supermarket typographic design elements from the brand manual
 
Victoria supermarket store bag design