Magnit superstore in Tyumen

August 2021

POPAI Russia Awards 2022: Retail Branding, 3rd place

POPAI Russia Awards 2022: Retail Branding, 3rd place

In 2020, the Magnit retail chain launched a series of themed retail spaces: with individual design, efficient use of space and a range of services for the actual needs of customers.

POPAI Russia Awards 2022: Retail Branding, 3rd place

POPAI Russia Awards 2022: Retail Branding, 3rd place

"Chemical" themed store in Tyumen with an area of 4500 m² was added to the line of already existing superstores ("Space" in Samara, "Automobile" in Tolyatti, "Chocolate" in Krasnodar and "Kuban" in St. Petersburg).

This theme of the store was not chosen by chance. The great creator of the periodic table of chemical elements, Dmitry Ivanovich Mendeleev, was born in the Tyumen region.

LINII developed a visual and verbal system that brought together all departments of the store. Recognizable chemical details became the basis of the graphic style: square elements, formulas of chemical compounds, atoms and molecules.An important part of the concept was copywriting, which complemented the idea. It is present in navigation and in internal communication materials: "The Chemistry between Us", "You’ll ever dreamed" (according to legend, Mendeleev saw a table of chemical elements in a dream). Many departments also received their own names: "Elements of Joy" (confectionery), "Strong Connections" (alcohol) and others.

An important part of the concept was copywriting, which complemented the idea. It is present in navigation and in internal communication materials: "The Chemistry between Us", "You’ll ever dreamed" (according to legend, Mendeleev saw a table of chemical elements in a dream). Many departments also received their own names: "Elements of Joy" (confectionery), "Strong Connections" (alcohol) and others.