Victoria Supermarkets RU


See 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 Victoria brand identity.
Victoria supermarket brand identity and shopping bag design

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.

Victoria supermarket brand identity exterior signage
Learn more about the project

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.

Victoria supermarket store planning and customer journey
Planning the customer journey and store format with 3D modelling.
Victoria supermarket store planning and customer journey
Victoria supermarket store planning and customer journey
Victoria supermarket store planning fresh fish counter
Victoria floor plans and merchandise system design.
Victoria supermarket store planning fresh fish counter
Victoria supermarket store planning fresh produce technical drawings
Victoria supermarket store planning merchandising system and technical drawings
Victoria supermarket instore marketing and POS material
Design for in-store catalogue, communications material and staff uniforms
Victoria supermarket branding and staff uniforms
Victoria supermarket brand identity for trucks and logistic vehicles