4 Friends delis — New player in food retail

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"4 Friends" delis — new player on the food retail market

Task

“Myasnitsky Ryad” company planned to launch a new project — a chain of delis, combining advantages of a supermarket and a food market. There it was possible to get fresh meat, milk, vegetables, fruit, bread and pastry at one modern retail space with high service standards and quality control.

Our task was to develop brand positioning, generate a brand name and visual identity, and create retail concept for the new stores.

Solution

Strategy

After strategic stage, we formulated the following positioning: “The alliance of trusted fresh produce suppliers”.

This new project is not just another deli chain. It is a group of manufacturers and suppliers, who take interest in ecology, healthy eating and fresh products. This chain helps manufacturers find customers, who, in their turn, get fresh high-quality food at reasonable prices.

Naming

The brand name tells a story of four friends: a butcher, a baker, a milkman and a green grocer who decided to work together, so their customers could get all of the freshest groceries at one store.

The brand name underlines the idea of suppliers’ alliance, conveys the friendly spirits of the new retail space and informs about the main food categories one can find in the store.

Visual identity

The sign consists of a figure “4” contour and a shopping basket filled with groceries from each of the four friends. Based on the sign we created other visual elements: icons, patterns, font compositions.

We also created a system of signs for the store exterior. They feature manufacturers’ logos sold at the particular store together with the “4 Friends” sign. Flexibility of the visual system allows placing the sign on almost any façade type, quickly modifying it and staying consistent with the brand’s identity.