Fix Price has become the No.1 choice for the Russian customer in the niche variety store retail discount sector selling everyday products. 

The retailer offers a diverse range of FMCG and homeware-led GM, providing their core shopper, a “family on a budget”, with their regular shopping replenishment needs.

Ten years earlier, we worked with the Co-Founders to create the brand identity and a retail environment conceived as a Dollar Shop concept. In those days, Fix Price, the variety store retailer, was born as an idea without a physical store open and trading.

Ten years further on and 5,500 store openings later, our creatives teamed up again with the iconic variety store retailer to re-design their brand identity, retail store interior and internal graphic promotions and communications suite.

Fix Price’s recent initial public offering in London and Moscow raised $1.7 billion and is on track to be the biggest listing from a Russian company in more than a decade. To signal change with the brand, we developed the anchoring brand idea. A ‘unique’ and ‘innovative’ customer promise: ‘Super product - Super value’. By rebranding the retail store chain, interior and merchandising strategy, we aim to optimise profits from the retail footprint.

The Fix Price brand identity delivers impact, unleashing a bold brand personality in the retail landscape.