Real Canadian Superstore is a low-cost supermarket chain in Canada that belongs to the Loblaws Company. Superstore is a super size supermarket, bigger than a football field providing a wide range of products from fresh food to groceries, home furnishing, clothing, IT items, beauty products and pharmacy services.
In addition to the existing offer, ‘Superstores new generation’ is extending to multi ethnic food, with a Halal butcher, an Asian fishmonger and a Middle East bakery.
The brief and design challenge were to move away from a cold, inconsistent and intimidating environment and bring to life a warm look and feel clear and intuitive signage. The low-cost positioning was essential to reinforce; reinventing the store design maintaining the same price perception was critical.
Landini has selected a simple material palette including warm and industrial material mix. Timber bulkheads add warmth and intimacy to the shop; a black metal mesh overlaying the timber is supporting the category signage, making the signage highly visible and legible across the whole store.
A light grey flooring, exposed brick walls with simple messaging, black shelving and fridges, product in bulks with enticing merchandising and yellow metal mesh treatment for specials have created a harmonious store with low cost materials.
The marketing noise was calmed down and simple messaging were created to convey Superstore low cost promise to its customers. ‘Everything you need under one roof’ or ‘Food for all, all for less’ simply capture Superstore egalitarian ethos.
The overall graphic reinvention includes the shop front signage, category signage price segregation and ticketing, customer information and corporate messaging.
