7 FRESH Life is a new to the market format extension of JD.com’s 7 Fresh next generation supermarket.
Although compact in format size 7 Fresh Life is complete in fresh category assortment for daily needs. Clearly understanding the ever evolving customer behavior, significant merchandise effort is focused on convenience fresh categories of prepared meals for in-store consumption and at home heat and eat.
With an obvious and clear relationship to JD.com’s expansive e-commerce platform, 7 FRESH Life will offer full line omni-channel integration but does not rely on-line sales to drive in-store sales.
The retail environment was conceived from category definition and adjacencies through to a convenient plan type. New signature coloration, updated brand and retail graphic programs were developed as a consistent brand communication layer. The interior architecture references an economical, modern and simpler environment to focus on merchandise and convenience.
7 Fresh Life will be expanded with selected company owned stores and abundant franchise opportunities in community locations throughout china.
rkd retail/iQ was responsible for the strategic brief, all retail planning & design, name generation, all graphic communications, and construction documentation and is currently rolling the program out to selected locations throughout China.