As part of brand image strategy, "Everything for You! As for if Yourself", the Perekrestok retail chain has launched a rebranding process for its private label Market in order to continue inspiring supermarket guests and providing them with positive emotions during their routine shopping experiences.
Problem
The team faced a challenging task - to update the design of one of the company's most well-known private brands. The main difficulty of the project was its scope: it was necessary to work on more than 1,550 SKUs and 8 sub-categories. In order to create a new and flexible visual style, we needed to ensure recognition and ease of navigation among the products while also emphasizing their quality. In addition, each package needed to stand out on the shelf in a favorable way.
Solution
In order to effectively manage such a wide range of product lines and provide individualized, vivid solutions for each, we decided to use visual artificial intelligence for image generation. With their assistance, we were able to achieve an incredible variety of textures for the brand symbol "Market" - "clover". This has become not only a key visual element that is unique for each product but also adapted to all packaging formats. The design system includes a consistent layout for the logo, product name, and essential features. Product categories have become more appealing, and each has a distinctive and memorable description, such as "hearty buckwheat", "firm spaghetti", and "savory cheese".
Result
The result of the project was the successful implementation of the updated brand concept into a unique, vivid, relevant and flexible design system. The Market has become a guide to a world of daily delights. It inspires and gives positive emotions with every purchase, and it meets the daily needs of its guests, from routine to extraordinary.
