The time was right for a new concept in Israel’s urban grocery store sector. My challenge was to create a brand identity for a nationwide chain of 24/7 grocery shops, located in the heart of the city and catering to the dynamic lifestyle of city dwellers.
One of the most successful branding processes in Israel, leading to a record breaking market exit, and tripling nationwide store count within two years.
Identifying the specific needs of target audiences, I defined the round-the-clock retail experience, and a new category, “City Market”, positioning the chain as a market leader and pioneer. My strategic decisions served as the guiding principles for all creative decisions.