International retail branding agency creates a brand identity, brand guidelines and manual for Monetka Russia.
Monetka began in Yekaterinburg in 2001 and has become the largest regional retail network in Siberia. By August 2012 it had opened 390 stores located in Sverdlovsk, Chelyabinsk, Tyumen, Kurgan and Tomsk regions, and in the Perm Territory, the Republic of Bashkortostan, the Siberian Federal District, the Khanty-Mansi and Yamal-Nenets autonomous districts. Moreover, the franchise has opened about 100 stores, in Moscow and the Kaluga regions. Most of these self-service shops are within walking distance of high rise residential housing, offering customers essential commodities and food products at a low prices with low trading margins, own production and own brands.
The previous brand identity
The best convenience store supermarket brand strategy by our International branding agency.
We re-branded the business with a new identity and supported this work stream with the development of a comprehensive POS brand toolkit.
The outcome of our collaboration with Monetka management produced the following results: A new brand identity for the discount stores. A new sub-brand for their private label. Merchandising systems design and shop layout planning. POS and communication suites applied in-store and online. The project was successfully implemented in 2 pilot stores, followed by a large-scale rollout programme across the chain.