Rejuvenate a value grocery retail brand to better align with its evolving, pan-Asian customer base.
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.
Research & Insights
Customer Experience Optimization
Product & Service Strategy
Retail Concept / Experience
Marketing / Advertising
Web, Digital & Social Media
Brand Strategy & Positioning
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!
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.
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.
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.