foodmart fresh is the next generation evolution of MPPA’s foodmart supermarket. a well considered strategy of brand differentiation and format segmentation was applied to all retail channels of MPPA.

With the creation of Primo foodmart, the new trade up supermarket format, the core brand of foodmart was left without a specific focus and in need of an update.  While primo would occupy appropriate upscale locations, foodmart maintains the existing mid market position with significantly more points of retail in an increasingly competitive market place.

Building on the core operational strengths, an expanded emphasis on the fresh merchandise categories was committed to supplement the enhanced dry grocery offer.

The retail environment was completely reevaluated from category definition and adjacencies through to a new plan type.  New signature coloration, updated brand and retail graphic programs were introduced as a consistent brand communication layer.  The interior architecture references a modern and simpler environment and elements to help customers focus on the task at hand and take a mental respite from the hectic visual noise of urban and suburban Indonesia.

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 Indonesa.