food mart express is the convenience store format owned and operated by MPPA throughout Indonesia.
An opportunity has been identified to evolve food mart express’s current market position, brand and design position in the market place to create a growth platform for the c-store format across 3 format models, coco (company owned company operated), franchise models and contract retail with all merchandise supplied through the newly developed smart club whole distribution.
To align the food mart express brand expression within the newly created food mart Primo and food mart Fresh, FMX was fashioned to communicate convenience and speed.
The existing assortment was enhanced with an improved QSR offer and interior retail planning and fixture highlight a new and vibrant signature coloration.
rkd retail/iQ developed all creative expressions of FMX in terms strategy, concept, planning + design, name generation, graphic communication and construction documentation and are currently implementing the program in selected locations throughout Indonesia.