Monetka Supermarkets
We build effective supermarket brands and environments.
Innovative. Creative. Unique.
Siberia's largest supermarket retailer. A new brand
identity, store interior design, planning and own label
packaging design for the discount retailer.
We help business leaders develop a concise set of bold and innovative initiatives when creating a brand identity. We re-branded the retailer with a new identity and supported this work stream with the development of a comprehensive POS brand toolkit.
Supermarkets in Siberia
Monetka, which began in Yekaterinburg in 2001, has grown into the largest regional retail network in Siberia. By August 2012, it had expanded to 390 stores across Sverdlovsk, Chelyabinsk, Tyumen, Kurgan, Tomsk regions, Perm Territory, the Republic of Bashkortostan, the Siberian Federal District, and the Khanty-Mansi and Yamal-Nenets autonomous districts, with about 100 additional stores in Moscow and Kaluga regions. Today, Monetka operates over 1,600 stores throughout Russia.
These self-service shops are strategically located near high-rise residential areas, providing essential commodities and food products at affordable prices, with low trading margins, own production, and proprietary brands.
Our rebranding project for Monetka aimed to modernize its image and create a more contemporary appeal.
The Monetka brand identity is characterized by its modern and accessible approach, tailored to reflect the brand's commitment to value and convenience. Here’s a detailed description of the Monetka brand identity:
Modern and Contemporary: The brand identity is designed to present Monetka as a fresh and contemporary retail option. The visual elements and overall design reflect a modern aesthetic that appeals to today’s consumers while maintaining the brand’s core values.
Value-Oriented: Emphasizing affordability and value for money, the brand identity incorporates design elements that highlight Monetka’s commitment to offering essential commodities and food products at competitive prices. This is reflected in the straightforward, no-frills visual style that communicates reliability and practicality.
Visual Elements: The visual identity features a clean and functional design, using a modern colour palette that includes fresh and vibrant tones. These colours are chosen to enhance the sense of accessibility and approachability while reinforcing the brand’s contemporary image.
We developed a new brand identity and comprehensive toolkit, including a sub-brand for a Private Label range of home and cleaning products. The refreshed store environment was designed to enhance the customer experience, distinguish different departments, and highlight a broader product range while maintaining a focus on value for money. Flexibility and cost-effectiveness in implementation were key considerations.
As a result of our collaboration with Monetka, we delivered:
- A new brand identity for the store chain.
- Packaging designs for the new sub-brand (Private Label).
- A revamped store environment that reflects the updated brand values, merchandising strategies, and format planning.
- A complete POS and communication suite for in-store and printed materials.
- A large-scale rollout program across the entire chain.
