Monetka supermarkets RU

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.

I can spend hours in a grocery store

Monetka began in Yekaterinburg in 2001 and has become the largest regional retail network in Siberia. By August 2012 it had opened 390 stores 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. The franchise has opened about 100 stores in Moscow and the Kaluga regions. Today it has over 2392 stores throughout Russia.

Most of these self-service shops are within walking distance of high rise residential housing, offering customers essential commodities and food products at low prices with low trading margins, own production and own brands.

We re-branded the business creating a new brand identity, that would give it a fresher and more contemporary appeal and a comprehensive brand toolkit, together with a sub-brand to be applied as a Private Label to a range of home and cleaning products. A new "look and feel" for the store brand environment improved the customer experience in-store, differentiated departments, accented a wider product range and fresh food offering whilst maintaining the idea of value for money. The design solution provided flexibility and a reasonable cost per square meter for the implementation.

The collaboration with Monetka and CampbellRigg produced: A new brand identity for the chain of stores. A new sub-brand (Private Label) packaging. A new look store environment to reinforce the change in brand values, merchandising and format planning solutions. We then created a complete POS and communication suite to be applied in-store and on printed materials. We implemented a large-scale rollout program across the chain.