Felna (Kanesue) - Japan - National Roll Out

Felna Supermarket Kanesue Japan Retail Designer Landini Associates Graphic Design

We were engaged by Japanese mega-retailer Felna (Kanesue) for the complete reinvention of their national store format. Launched in November 2021, our design will be rolled out across Japan in the coming years.

Due to global pandemic travel restrictions, we designed every single customer touch point of Felna's new retail format "virtually" (without ever visiting Japan).

Felna Supermarket Kanesue Japan Retail Design by Landini Associates Deli & Take Home Meals

The brief was to accentuate Felna’s product offering whilst enhancing their warm and welcoming reputation.

Felna Sawatari Japan Landini Associates Photography by Ippei Shinzawa 11 copy

Our design solution communicates Felna’s core brand values: timeless, elegant, welcoming and honest.

"Global powerhouse Landini Associates’ new design for Felna in Japan captures an appreciative and egalitarian shopper by creating a welcome brand experience."

– Archinet

Felna Supermarket Kanesue Japan Retail Design by Landini Associates

"Amazing that this was all done remotely"

– Grocery Retail Strategy

Felna (Kanesue) - Japan

Japanese mega-retailer Kanesue engaged Landini Associates to partner in the complete reinvention of their national store format for Felna.

“More market than supermarket,” Landini’s new design energizes the retail environment with a modern yet honest appearance whilst emphasizing Felna’s fresh and refined offerings.

The brief was to re-accentuate their product offering whilst enhancing their reputation for a warm customer welcome.

Our collaboration with Felna seizes on clever ways to help customers shop “more easily and more frequently,” suiting the lifestyles and desires of their growing demographics. Our sustainable redesign also supports Felna’s goal of increasing purchases of prepared and semi-prepared foods in the deli and ready-to-eat categories, as well as its Osazai meals, which include hot and cold tapas-style offerings.

Our solution was functional, soft and elegant; new fixtures and lighting systems elevate the carefully curated product offerings whilst iconography and a dual-language wayfinding system activate shopper interest using a palette of natural hues in line with the Felna brand. The new design format captures an appreciative and egalitarian shopper by creating a welcoming brand experience that lets the high-quality products do the talking.

The collaboration begun in September 2020 and debuted November 2021. The redesign will be rolled out across Japan during the coming years.