The previous brand identity
Victoria, a retail investment business vehicle established in Kaliningrad Russia, had grown rapidly to almost 200 stores in a very short space in time. The shareholders set its goal on becoming a serious player in the Russian Supermarket Food retail sector prior to the implementation of their endgame strategy. With few precedents in the Russian food supermarket retailing, the challenge to develop a successful brand and to maximise shareholder value required the retail expertise of an international branding agency with strategic food retail store design credentials.
What we did for Victoria’s corporate brand image.
Working closely with senior management executives, including the CEO, we developed proposals for the brand expression of the supermarket chain based on input from key stakeholders, and focus group consumer research. The research helped garner an understanding of “what delivers positive expressions for Victoria" (the proposed umbrella brand), and the three sub-brand formats (convenience stores, supermarkets, and hypermarkets).
The solution to the creative process.
We set about creating a brand identity based on the premise of exceeding customer needs, long-term customer relationships and deeper emotional bonds to drive brand. The benchmark and research phases of the project helped to formulate conceptual elements for the brand identity and the brand environment. This included 'Real Food' values - fresh products are important to us. Customers are at the heart of our business - we always strive to provide honest straightforward service. We want to make life easier for our customers - giving them the opportunity to save time and money. We listen to our customers and suppliers - we are happy to change according to needs.
The aim challenge the status quo and make the brand vision a reality.
Working closely with a special team put together by the CEO of Tesco for the project, our creative team developed a first draft of the proposed brand expression. The proposals were developed by using input from key Tesco stakeholders and latest customer feedback concerning the brand. The input and feedback were invaluable as it helped us to develop our understanding of "what delivers positive expressions for customers" and "what detracts from the mission of the brand".