Re-branding of this regional grocery retailer, including; new name, brand identity, store design, private brand packaging, flyer design and marketing calendar development / execution.
Have been a long term
fan of Patrick and
Rodmell & Company. Creative; smart;
massive experience.
PACO UNDERHILL
Global retail expert and renowned author of,
Why We Buy: The Science of Shopping.
THE ASK
Rejuvenate a value grocery retail brand to better align with its evolving, pan-Asian customer base.
THE CHALLENGE
Create an engaging and immersive food experience that balances the tastes of younger generations with the traditions, quality, value and service demanded by older customers.
SERVICES PROVIDED
Research & Insights
Customer Experience Optimization
Marketing
Product & Service Strategy
Brand Identity
Retail Concept / Experience
Marketing / Advertising
Web, Digital & Social Media
Package Design
Customer Segmentation
Brand Strategy & Positioning
Brand Activation
Name Generation
CONSULTING
BRANDING
CREATIVE
Rodmell developed a new, exciting brand position for PriceSmart Foods, then created our new logo and store experience.
The team was fantastic to work with – efficient, responsible, and inspiring. I couldn’t wait for the doors to open on
our new brand and store!
Jacky Ho
PRICESMART FOODS
Regional Director
BEFORE
BRAND EXPRESSION
PriceSmart Foods was originally a small, value banner of the Save-On-Foods family which evolved into an ethnic brand with authentic Asian fare. To differentiate PSF from competing Asian grocers, the banner also carried Canadian products. Despite the expansion of the pan-Asian demographic, the banner primarily appealed to older, established Asian customers.
BRAND IDENTITY
Rodmell refreshed the brand identity to reflect the updated brand essence, "New Taste Traditions," with a bold and distinctive typeface. In a nod to savvy shoppers, contrasting colours emphasize the brand’s inherent values of price and smart.
To highlight authenticity, we increased the size of the Chinese characters and anchored the wordmark with an icon featuring the brand’s initials fashioned into a Chinese interlocking pattern, within a traditional seal shape.
BRAND GUIDELINES
We developed extensive brand guidelines to help stakeholders and service providers shape all expressions of the brand with a unified look and feel – from store design to marketing communications, to retail elements.
RETAIL CONCEPT
PriceSmart's refreshed brand positioning and identity were carried forward to create a vibrant, Asian shopping experience. We designed new concept applications to emphasize freshness and assortment, with “quality and price in perfect balance,” framed by colourful splashes of brand messaging.
In bringing this concept to life, Rodmell provided:
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Design development for a new ideal model store
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In-store communications
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Design intent
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Comprehensive kit of parts
DESIGN INTENT
Prior to store build, we developed a design intent model to specify store elevations, as well as design and fixture specifications for the new PriceSmart Foods in-store retail experience. After client approval, we worked with their store construction team to ensure the brand vision was carried through to the physical build.
