ella is a new to the market supermarket brand for meituan, a leading online food platform in china.  offline / in-store ella is more than just a recruitment format for their online platform and offers a full service fresh supermarket with integrated food + beverage.  online / in-store, ella offers full service selection for online orders from in-store assortment and expanded range from their DC and platform network of suppliers.

r/iQ was responsible for the retail strategy and all creative expressions including, name generation, brand + environmental graphic programs, retail planning + design and construction documentation and will roll the program out in selected locations in china.