Azbuka Vkusa

Developing and strengthening the brand 

Azbuka Vkusa are the leading Russian premium food retailer, with a
reputation for the high quality of their products and for excellent, knowledgeable service. Azbuka Vkusa is one of the most powerful and well-known Russian consumer brands.

Our initial brief was to develop the brand, retail offer and profile to maintain their successful premier position in the market.

We developed all aspects of the identity and store design. Comprehensive brand guidelines covered identity applications, signage, departmental design, graphics, pos, uniforms,
marketing and promotional media. Following rebranding, research showed a 23% gain in brand profile and awareness. 

We were then retained to work on expansion plans for further outlets in Moscow and St. Petersburg and, working on a longer-term basis, we developed concepts across key aspects of the brand, private label products, store presentation and communication.

In response to the downturn in the economic situation, there was a need to refine the brand positioning and price perception of Azbuka Vkusa products. Targeted, special offers and in-store promotions were introduced to emphasise ‘value’ but maintain their premier quality profile to help drive store footfall.

With recession-hit consumers staying in and cooking at home more, we developed design concepts for in-store marketing collateral, which offer inspiration for cooking and serving food.

We developed a fresher, cleaner and more enticing ambiance for the store interiors that included store fascia, food counters, graphic imagery and department design. The new design has refreshed the retail personality, providing added value for the customers and strengthening the chain’s leading market position.

As a sophisticated and forward looking company, Azbuka Vkusa requires the latest strategic thinking and practical creativity, particularly in advice and direction on optimising high density city sites, ensuring maximum returns from different location and building formats.

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