Vkus Market chain of grocery stores

October 2018

Identity and retail design development for one of the largest retail chains in Kazakhstan.

Vkus Market has more than 40 stores in Ust-Kamenogorsk city and East Kazakhstan region. It also owns "Emil" and "Confectioner +" trademarks.

Our team conducted an audit of the current situation and consulted in terms of changing the product matrix. We developed brand architecture and defined the role of product manufacturers and existing brands.

Based on the results of the strategic session, a decision was made to switch all chain stores to self-service and develop the Emil and Confectioner+ brands. We have strengthened communications in the direction of freshness and naturalness of products.

LINII also redesigned the logo and created a new corporate identity "Taste of the Market". We developed a retail concept that includes zoning and design principles for all points of the chains, and put together a retail book that describes all the recommendations for working with space and selecting materials.