20/20 brands Finnish retail pilot

20/20 has created the concept, corporate identity and in-store communications for a new convenience retailing brand launched by Finland’s largest retail group, Kesko.

A pilot site for the new Pikkolo brand opened in Helsinki last week. The company plans to roll out the concept across 100 outlets.

Kesko currently has 2098 stores in its portfolio, operating across three specific sectors – foodstuffs, home and speciality goods, and builders’ and agricultural supplies.

20/20 managing director Rune Gustafson says the main objective of the project was to “redefine” convenience store retailing.

“By understanding customer mindsets and tailoring the offer within clear and relevant time segments (the important driver for the convenience sector), we were able to serve customer needs more effectively,” he says.

Kesko director Antti Puhakka adds: “20/20 has brought a global strategic understanding to this project. We have created a brand that is memorable and relevant.”

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