Zehrs is our latest collaboration with Loblaw Companies in Canada. Recently opened, they call it their "Neighbour" format. It a suburban solution that targets a mainstream, affluent audience; a calming pivot to our "grittier urban” look for the Loblaws banner.
It has been an instant success and is performing so well above plan that it’s in high demand nationally. Commentators have quoted: “It has a simple yet elegant, approachable environment. Perhaps it's captured that 'sweet' spot that keeps the customers longer in the store”; and that was definitely our intention.
It's an unashamedly mainstream concept, one whose relaxing calm is difficult to capture in photographs. Customers and team members love it to bits and dwell times and basket sizes have increased accordingly.
The previous iteration used a lot of primary colours to define the specialist departments. We've toned that down and introduced a "canopy concept" as a simple way to give each offer its own personality, whilst gluing the space together with a common approach.
The graphics approach was to create a 'friendly', corner store environment in a suburban supermarket; using
a complimentary colour pallet with typographic identities for each serviced department. The result is both sophisticated and welcoming, modern yet traditional.
This store also features the first branded “From Our Chefs” HMR department. Conceived initially as a product brand for Loblaws, our concept has since grown and is implemented across multiple banners including the recently acquired Shoppers Drug Mart.
Our scope included: an evolved Identity, Interiors, In-store Graphics and Communications, Ticketing, Tone of Voice and Uniforms.