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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.

Choices Market Case Study
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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
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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.

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