Recognising the need to engage with and capture the imagination of a younger audience we were asked by one of SPAR International’s leading regional partners in Russia to review and refresh their current suite of in store communications.

Our approach focused on evolving and developing new concept store communications to make them more relevant to a younger audience (18-25 year olds), ultimately driving loyalty with these new shoppers. This generation is twice as likely to buy food on the go and does not trust traditional outbound marketing. What they do trust is expert and peer reviews reinforcing the provenance and authenticity of the food.

We wanted to express the ‘we love fresh’ slogan through a food journey from start to finish from producers and chefs through to customers.

Brand naming
Brand positioning
Brand identity
In store brand communications
Environment design
Artwork and templates

andrew@frasers.design

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