foodmart primo is a new to the market upscale supermarket format from MPPA.

a well considered strategy of brand differentiation and format segmentation was applied to all retail channels of MPPA.  An opportunity was identified for the need of a new trade up supermarket format and therefore the creation of Primo foodmart was realized.

Primo would occupy a selected number appropriate upscale locations in urban and suburban Jakarta and heavily trafficked locations by tourists in Bali.

Building on the core operational and merchandise strengths of MPPA, an expanded emphasis on integrated casual dinning was identified as a key component to enhance the fresh and imported food categories.

A new retail environment was fashioned from category definition and adjacencies through to a new plan type that promotes grazing in the abundant casual dining options as well an edited assortment to fill the shopping list. 

New signature coloration, brand and retail graphic programs were introduced as a consistent brand communication layer.  The interior architecture references warm tones, modern tropic details 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.