Victoria Supermarkets

Creating the brand that someone will buy

The Victoria Group was a prominent retail company in Russia, founded in 1993. The challenge for the owners and founders was to develop a distinctive national food brand identity and store design for their 200+ supermarket portfolio that could effectively compete with the top six national food retailers in the country.

The founding shareholders shared their vision for the future with us, and we began developing the Victoria brand identity, communication strategy, promotional materials, and interior designs for their hypermarkets, supermarkets, and convenience stores. The goal was to enhance sales revenues and increase the market value of the Victoria brand in preparation for its eventual sale.

Our design process was grounded in close collaboration with the group’s internal departments, a thorough analysis of in-store shopping behaviours, and an audit of the store environments and merchandising strategies. We evaluated key elements such as communications, store format, fixtures, fittings, and lighting to ensure a cohesive and impactful design.

Our internal renewal process enables us to benchmark and implement best-in-class branding and design practices from global market sectors. Many of the design concepts and format strategies introduced in the new Victoria supermarkets were influenced by leading European retailers.

Following Victoria’s sale of 284 stores to the Dixy Group, Dixy’s CEO and Marketing Director enlisted our help to develop the Dixy brand, leading to a successful rebranding of their stores. Eventually, the Magnit Group acquired both Victoria and Dixy, taking over most of their retail estate. Once again, we were approached by Magnit’s Marketing Director to assist in developing the Magnit brand, ensuring they continue to provide high-quality service at affordable prices.