Delivering fresh and convenience to time-starved customers

Studies showed that today’s time-starved, affluent customers do not frequently shop at huge size supermarkets, but prefer their local convenience stores.

Giant Supermarkets commissioned GRID Partners to develop an alternative small format store for these customers. Integrating the core categories of convenience–fruit & vegetables, deli & meal solutions, fish & meats, diary & chesses, groceries & drugstore–GP named the new store concept “Freshgo” for fresh-to-go take home food, and developed the new logo of freshly plucked fruit. The store layout and design allows direct views of the key categories for ease of shopping, while the displays and a graphics palette of fresh, bright colors foster a relaxed yet upbeat shopping experience.