Combining global insights with deep local expertise for a discount supermarket brand in Siberia, Russia.

Branding a Supermarket in Siberia

Monetka was established in Yekaterinburg in 2001 and has since grown to become the largest regional retail network in Siberia. By August 2012, it had expanded to 390 stores across the Sverdlovsk, Chelyabinsk, Tyumen, Kurgan, and Tomsk regions, as well as the Perm Territory, the Republic of Bashkortostan, the Siberian Federal District, and the Khanty-Mansi and Yamal-Nenets autonomous districts. The franchise also opened about 100 stores in Moscow and the Kaluga regions. Today, Monetka operates more than 1,600 stores throughout Russia.

Most of these self-service outlets are conveniently located near high-rise residential areas, providing customers with essential goods and food products at low prices, supported by low trading margins, in-house production, and private label brands.

We partnered with Monetka to rebrand the business, crafting a fresh, contemporary brand identity along with a comprehensive brand toolkit. This included the creation of a sub-brand for Private Label home and cleaning products. Our new "look and feel" for the store environment was designed to enhance the in-store experience, distinguish product departments, highlight an expanded product range and fresh offerings, while maintaining the focus on value for money. The solution required flexibility and cost-effectiveness for efficient implementation.

The result of our collaboration with Monetka included a new brand identity for the chain, a revamped store design, merchandising system and communications, and the design of Private Label packaging. A reimagined store environment underscored the shift in brand values, merchandising, and format planning. Additionally, we developed a complete suite of POS and communication materials in-store. Following the project's completion, a large-scale rollout of the new design was implemented across the entire chain.