By the time they applied to the Agency, the “Lotok” chain of supermarkets had already been the leader as for the number of outlets of such format in Ukraine. The management of the chain planned its further development, but they understood that the shops without positioning and with unpronounced design can only hope for the audience of the “middle-” and will not show the desirable efficiency. As part of the project, our parent company Advanter Group developed a new positioning. The Agency faced the task to work out a new image of the chain: cozy, warm, feel-like-home stores.
The image of the warm and homely store is formed with the help of graphics similar to a checkered kitchen napkin. It gives the feeling “at home in the kitchen”. That symbol has become the main corporate attribute used in all communications of the brand. Big changes of the stores’ interiors were on their way as well. We have elaborated “cozy” recommendations regarding the decoration of walls, ceilings, floors, and the use of equipment; we have also developed the new more convenient and clear navigation. As a result, the “Lotok” chain has managed to turn consumer perception: the image of a warm, cozy, homely shop has been formed. The new style has expanded the target audience up to the “middle” and “middle+”. The chain successfully continues its territorial expansion.