Маркет Перекресток — яркая и неординарная СТМ

About the project

The X5 Retail Group commissioned us to redesign their own brand «Market» in the cheese category.

Perekrestok is one of the largest supermarket chains in Russia. At the moment, there are about 800 stores in the Russian Federation.

Task

The main own brand of Perekrestok is the «Market», which is presented in almost all capacious food categories. The tasks set included the redesign of the Market brand and consolidating it in the perception of the consumer as the main brand of the Perekrestok with a guarantee of quality.

Decision

There are some barriers in the category of the brands owned by the supermarkets, among the main ones – the lack of a pronounced brand, which would stand behind a guarantee of quality from the network, inspiring confidence in the consumer. The Market also had this problem: due to the heterogeneous design, identity and different logo sizes in various categories, the consumer did not have a holistic brand perception.

The new packaging looks modern and stylish. The large and bright logo on a contrasting background attracts attention. A bright and appetizing food zone seduces with taste.

This is not an ordinary supermarket brand, it is a premium brand that guarantees quality, is not afraid of responsibility and declares it on the packaging due to the claimes “12 stages of quality control” and “if you do not like it, we will refund your money”.

All the benefits – “only fresh milk”, “90 days of ripening” – are placed on the front of the package and convince the customers that they are faced with a quality product.

As a result of the redesign, the packaging looks fashionable and relevant, while maintaining brand recognition and individuality. The design stands out on the shelf, but at the same time looks reserved and concise, without frills and minimalism.

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