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Project: Retail Format Creation
Client: Thomas Dux
Location: Australia
Discipline: Brand Strategy | Naming | Identity | Interiors | Graphics | Packaging | Retail | Food

As part of the trend for more authentic food experiences, large supermarkets have been losing share to independents for some time. We were asked by Australia’s largest supermarket, Woolworths, to create a new brand as part of a strategy to curb sales leakage and to be marketed and run by an independent team, as well as systems to help them exploit the growth in this sphere.

Using a series of live stores as working prototypes, Landini Associates redesigned the entire look and feel of the traditional supermarket and community experience, employing classic simple lines of design, large graphics, finishes, and specialist lighting.

The use of signage and blackboards to the street welcomes and promotes customers and passers by to understand the heritage and social significance of the location within a suburban residential area whilst bringing the building into scale as a local grocer shop.

Initially conceived as a national chain of some fifty stores, the pilot has been so successful that funding has now been approved for a chain of 200.

“I tell everybody I'm having an affair with Thomas Dux, because I spend more time there than in most other places! It's self sustaining, it's all I need."
- David Bush, Sunday Style Magazine

Thomas Dux: Australia

As part of the trend for more authentic food experiences, large supermarkets have been losing share to independents for some time. We were asked by Australia’s largest supermarket, Woolworths, to create a new brand as part of a strategy to curb sales leakage and to be marketed and run by an independent team, as well as systems to help them exploit the growth in this sphere.