X5 Pyaterochka

Achieving absolute leadership

X5 Retail Group N.V., the largest retail company in Russia in terms of sales, has three trading formats: soft discount (Pyaterochka), supermarket (Perekrestok) and hypermarket (Karusel). With a total of 2,785 company managed stores and 705 franchisee operated stores, the company’s key strategic objective is to become the absolute leader of Russian retail, able to compete with leading international chains as
an equal.

Following an international consultancy pitch, SCG London was awarded the contract for developing branding and store design concepts for all store formats.

Building on success

Pyaterochka has a dominant position in the high-growth discounter segment
with over 1,392 stores in Russia and Ukraine. Retailing a product range of up to 5,500 items at competitive prices, the stores are in convenient residential locations aimed at customers who live locally and are mainly in the low to middle income group.

We enhanced and strengthened the Pyaterochka brand, building on the success of the trading format and brand positioning.

We refined the identity typeface and made the ‘5’ symbol more powerful by making the ring around the number thicker and bolder. This was then developed into a colourful brand signature through a repeating ring pattern in two tones of red. Together with large-scale product images, these signage elements were applied in a modular, flexible and low cost way. The result has been to add impact, brand personality and communication of the retail offer to the store exteriors.

Instore, we enhanced communications, particularly the emphasis on price/value messages. We also developed the store environment, refining lighting, furniture and fixtures, together with zoning and planning based on given product densities.

The refined brand principles were applied to a range of elements including uniforms and website. All of this work was detailed in a guideline brand manual.

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