Trade network corporate identity: why it is needed
In retail, the atmosphere of a place works for image and for sales. Corporate identity is responsible for the image of the place and the customer’s impressions of it. Color scheme, fonts, pos-materials – on the basis of these elements a person forms a primary impression of the store and makes a decision to go inside (or not). The right corporate style stimulates the desire to come in, and competent merchandising stimulates the desire to buy.
Minimarkets are usually located in the city center where it is not possible to build large supermarkets or in small premises on the first floors of residential buildings in dormitory areas. In both cases, the consumer needs a reason to choose this particular outlet. This reason creates the corporate identity of the minimarket.
In addition, branding a chain of minimarkets creates a recognizable image of the company, it connects together dozens of outlets located in different cities and countries. With the right approach, the consumer develops a connection with a particular place, and in an unfamiliar neighborhood he is more likely to choose a familiar outlet rather than a new minimarket.
Developing a minimarket identity: where to start
Before choosing fonts and corporate colors, it is worth deciding on the price segment, development strategy and target audience. It is important to understand whether the chain will develop by opening outlets in the city center, where prices may be higher and the assortment is designed for office workers. In such a case, it is worth focusing on European retail trends and choosing a modern, minimalist identity.
The main tool of such a minimarket is the shop window. It attracts customers and gives a promise. In Europe and in new Ukrainian minimarkets, open facade windows are more common. However, in minimarkets that have been open for a long time, you can still find view windows that are covered with images of products all over the area.
Minimarket, photos of facade design: 7-Eleven in NY, LotOK in Kiev, AV Daily new format in Russia and an example of window and signage from Argentina.
This approach is not the best way out and we recommend avoiding it. Firstly, transparent showcases build trust in the brand, and if there is an opportunity to make a mini-exhibition of goods, it is worth doing so.
An open storefront is a signal of openness that a brand sends to consumers. In addition, a person may see a rack of products and remember that they need to buy something.
It is worth calculating in advance that most likely in the city center can not make a solid sign from a piece of plastic, as they are prohibited, according to the new rules on advertising materials. Careful letter signs have long been practiced by retailers in Lviv, they have taken root and in the center of Kiev. In addition to the obvious advantages for the appearance of buildings, such signs also add value to the brand. They attract affluent buyers-influencers.
Logo on the facade of Kiev store and bakery in the historical center and facade of “AV Daily”, Russian minimarket, photo of signage design
Develop a brand for a chain of minimarkets: zoning and increasing sales
Small minimarkets require maximum optimization of space. If the market is located in an area where the main customers are office workers, it will be an advantage to equip a coffee zone, refrigerators with sandwiches and takeaway salads. They should be subordinated to the corporate style. Self-service cash registers will also be a plus. Switch to them completely – Ukrainian realities do not yet allow, but to equip at least 2 small minimarket – is realistic. Self-service cash registers save space and time, increasing the throughput capacity of the minimarket. Division into zones helps the consumer to find everything he needs and improves the experience of being inside the minimarket.
Sales floor of 7-Eleven minimarket after redesign, NY
There are no special rules for opening a minimarket in dormitory areas, as well as restrictions on the type of signage or advertising materials. However, we still advise you to choose transparent shop windows. Clients who come to us for branding most often say that their main advantage is the quality of products and services. Since that’s the case, it’s worth showing it, rather than hiding behind photos of photoshopped fruit. Especially since they can be found on the windows of hundreds of other supermarkets around the world, which means they don’t add uniqueness to the image.
In order to determine the target audience of a minimarket and the location of its opening, contact KOLORO. We will conduct a desk study and offer several options for creating a brand designed for different audiences.
Branding of retail chains: development of corporate identity of a minimarket
Color in retail plays an important role, it sets the atmosphere. Among Ukrainian retail chains such shades are popular:
- blue (“ATB” – in combination with red and white);
- yellow (Billa – in combination with red);
- green (“Fora” – in combination with white and red)
- red (“Eco-market” – in combination with blue and white);
- yellow-green (“Velika Kishenya” and “VK Express” – in combination with white);
- red (“Furshet” – in combination with yellow, Spar – in combination with green and white, Auchan – in combination with white and green);
- lettuce (Novus – in combination with white);
- blue-yellow (Metro and LotOK).
As you can see from the list, many companies use similar colors. It is worth noting that there are still shades left that are not occupied by anyone:
- light blue or baby blue;
- light purple;
- a powdery shade of pink;
- deep eggplant color.
All of them will fit as the main color of the minimarket, will allow you to stand out against the background of competitors.
Minimarket grocery design – how to choose a corporate color
Read also: What color to decorate the store
If you need to develop a brand for a retail chain, contact the KOLORO agency. We will tell you where to start and create a corporate identity for your company.
Develop a brand for a chain of minimarkets: logo
The logo of a minimarket should be simple and easily adaptable. Ukrainian retailers usually do not reveal in it the meaning of the name (probably because it is impossible to do it with simple symbols), and simply put the text name of the company and color solution in the sign. Also, such an approach may mean that the name and logo were not thought up simultaneously or at the time of creation were not considered to be priorities.
We have picked a few examples that show that you can reveal the name in the logo without saying it. This makes the logo more meaningful and symbolic.
For example, the Auchan logo has a bird, which is a reference to the word “trill” (bird singing), which sounds like “au chant” in French. The name Spar is an abbreviation, but the word “Spar” itself means “spruce” in Dutch. it is present in the logo of the company. The logo of the world’s number 1 minimarket chain, 7-Eleven, previously used the name with the addition of a color scheme. After the redesign, only the number “7” and a text fragment remained in the logo
Read also: How to name a brand: 12 ways
The latest example is the Russian chain “Semya”. In its logo, the designers succeeded in using graphic symbols to reveal the name.
Read also: The psychology of font perception or how to manage the mood of consumers
How to name a minimarket – an example from Russia
Minimarket branding: design of product shelves and price tags
In a small store, details and careful design of POS materials are important. Promotional offers should be placed on the end shelves. They should have informers about the specific promotion and the advantage for the consumer.
Trader Joe’s, an American minimart, has succeeded in this like no other. Their shopping appeals and weekly promotional posters are painted by an in-house artist. Trader Joe’s merchandising is meticulously designed and backed up with promotional posters. For example, in the wine department you can find posters of old movies and funny captions to them, and in the floral department – watercolor illustrations with poetic calls to purchase, which change regularly. Such illustrations also form an attachment. Shoppers are interested in what collage they will see on their next visit.
Posters and poem appeals, Trader Joe’s merchandise shelf design
Staff uniforms are an important carrier of corporate identity. It allows:
- employees to feel part of the same team;
- disciplines them;
- helps consumers see the consultant in the hall or understand who is in front of them: a janitor, cashier or barista.
The main rule is not to economize on its creation, carefully take measurements from employees and choose natural materials. A uniform that fits well and does not create discomfort will be worn with pleasure by employees and their condition will be monitored. Good uniforms also create additional value for the brand, which argues for a medium or high price tag for the chain.
Read also: Merchandising by KOLORO
When all the elements of corporate identity have been approved, it is worth collecting them into a guideline (instructions on how to use the corporate elements) and a brandbook for the minimarket (a book with the brand’s values and mission, its UTP, positioning, target audience and strategic goals). This will make it possible to expand quickly without wasting time adapting the corporate identity, because all the rules will be spelled out in the documents.
Read also: 8 winning brand positioning strategies
And lastly: retail trends in minimarket design
On the example of 7-Eleven redesign we will consider several trends in the sphere of minimarket design. This chain is indicative, as analysts from the retail sector emphasize in their reviews – the redesign project of the minimarket reflected all new trends and fashionable trends.
- Natural materials. Plastic is no longer in fashion, wood has taken over.
- Minimalism. The logo of the chain was greatly simplified, the bright multicolored stripe disappeared from the interior. It was replaced by a black color.
- The three-word text appeals that Apple set the trend for (Twist. Pop. Go. Slurp.Slurp. Gulp). 7-Eleven placed them above the racks, the texts are both calls to action and instructions for using the fixtures, which are designed for self-service.
- Emphasis on healthy positions that you can carry with you. By the way, the new AV Daily has followed the same path.
Read also: 10 retail trends you can’t ignore
To develop a brand for a chain of minimarkets, contact KOLORO. We will formulate a brand positioning, offer several UTPs to choose from and 3 corporate identity options that will distinguish you from your competitors. Contact us today and get your brand ready in 21 days!
