Monetka Supermarkets
We build effective supermarket strategies and environments.
Innovative. Creative. Experiences.
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.
I can spend hours in a grocery store
Monetka, founded in Yekaterinburg in 2001, has grown into the largest regional retail network in Siberia. By August 2012, it had launched 390 stores across the Sverdlovsk, Chelyabinsk, Tyumen, Kurgan, and Tomsk regions, as well as in the Perm Territory, the Republic of Bashkortostan, the Siberian Federal District, and the Khanty-Mansi and Yamal-Nenets autonomous districts. The franchise also expanded with around 100 stores in the Moscow and Kaluga regions. Today, Monetka operates over 1,600 stores throughout Russia.
These self-service shops are typically located within walking distance of high-rise residential areas, providing customers with essential goods and food products at affordable prices, supported by low trading margins, in-house production, and private-label brands.
As part of a rebranding effort, we developed a fresh and contemporary brand identity for Monetka, along with a comprehensive toolkit. This included a new sub-brand for private-label home and cleaning products. The updated "look and feel" of the store aimed to enhance the in-store customer experience, differentiate departments, highlight a broader product range, and emphasize fresh offerings while maintaining a strong value-for-money proposition. The design required flexibility and cost-effective implementation per square meter.
As a result of this collaboration, Monetka achieved a complete rebranding, including a new brand identity, private-label packaging designs, and an updated store environment that reflected the brand's new values. We also developed a full suite of POS materials and in-store communication tools. The rebranding was followed by a large-scale rollout across the entire chain.
