Description

As part of its brand image strategy, "Everything for You! As if for Yourself", the Perekrestok retail chain has launched a rebranding process for its private label Market in order to continue inspiring supermarket guests and providing them with positive emotions during their routine shopping experiences.

The design system of one of the largest private label on the market has been updated, using a generative rebranding approach to process more than 1,500 SKUs. The "clover", the brand symbol of "Market", has become not only a unique visual element for each product, but also adapted to all packaging formats.

With the new positioning of the brand in a large-scale design system, the unique properties of each product line are now expressed, while maintaining the overall impression of the brand as inspiring, vibrant and resistant to the mundanity. Each category of products has become more appealing and memorable. Now, along with the Market, style and the play of creative imagination are entering the consumer's daily routine.

Results:

- 92% of the target audience preferred the new design to the previous one according to the following parameters: "for people like me", "I plan to buy", "stands out on the shelf", "unique";

- the turnover of positions in the updated design is growing 34% faster than the overall growth of the network and 21% faster than positions with the previous design

- CSI rose by 0.12pp

Credits

Kitaev Viktor
Kuryatina Anna
Lapteva Evgeniya
Bajramova Yuliya
Belozyorova Mariya
Mazharenko Kristina
Zhinzhin Ivan
Osipova Aleksandra
Smurov Denis
Alpatova Lyubov`