Victoria RU
Supermarket Retail
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 three store formats.
Multiple store locations - Moscow.
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.
