blt*, an acronym for the China Resources service mark, “better life together” was created for a new to the mid-market format and had been rolled out in and tier 1 and tier 2 cities in China. 

Based on a real estate opportunity, blt* express format was developed as a convenient supermarket to serve time pressured customers in high traffic locations.  To clarify the retail format differentiation from the larger blt* supermarkets, a new coloration and design vocabulary was developed.

With a sophisticated merchandise assortment far beyond that of a convenient store, blt* express serves the daily needs of a young urban professional with a higher disposable income.  

rkd retail/iQ was responsible for the strategic brief, all creative expressions: name generation, brand and environmental graphic programs and retail planning + design, construction documentation and is currently rolling out the program across selected locations in China.