Azbuka Vkusa expands with SCG revamp

SCG London has revamped the identity and interiors for upmarket Russian supermarket chain Azbuka Vkusa, as the retailer unveils its expansion plans.

Two stores opening this month are the first to carry the new concept. Five more stores are planned, and five existing stores will be updated, making a total of 12 Moscow supermarkets.

The group’s work encompasses store presentation, in-store graphics and communication, brand identity, packaging and own-brand development.

SCG London managing director Clive Woodger says the supermarket is a ‘premier version of a Tesco Metro’, stocking international and local brands across produce ranging from cornflakes to caviar.

The Azbuka Vkusa brand is renowned in central Moscow and has a strong heritage, he adds, but the retailer is keen to modernise perceptions of its brand.

‘It needed sharpening and freshening,’ explains Woodger.

According to Woodger, the challenge lay in presenting a broad mix of brands and products effectively to a wide customer base, including local people and ex-pats. The group introduced department graphics, improved lighting and achieved a balance between ‘squeezing space and keeping quality high’.

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