Centra

Reinventing convenience retail through F&B experience

Leading Irish convenience retailer, Centra, needed to differentiate in the fast-growing market of convenience food service. Our insight confirmed that post-recession, Centra needed to compete for a new customer, including premium professionals with more money to spend and a greater interest in healthy living, as well as existing loyal shoppers.

Interior shot of the new Centra convenience supermarket store, designed by Household.
Brand communications design for convenience supermarket Centra, designed by Household.

A modern brand with a distinctive personality

We developed a central retail strategy called ‘fast fresh kitchen’ to make food service convenience central to every interaction the brand has with its customers, moving away from the ‘top up’ old habits of corner shop convenience shopping toward a ‘fresh food for now’ mindset.

Retail interior of convenience supermarket Centra, designed by Household.
The fresh bakery at convenience supermarket centra, retail design by creative agency Household.
Convenience focused, hot food bar at Centra, designed by Household.

Dialled up authority around fresh, tasty food

By reintroducing Centra as a modern brand with a distinctive personality the pilot store has been transformed from a downtown emergency stop to a ‘go-to’ eating destination for breakfast, lunch and dinner. Customers’ belief in the revitalised brand has driven range reappraisal into products such as sushi and craft beers – unheard of before Household’s brand refresh.

Our lively new store design celebrates energy, clear destinations, signature touchpoints and food ideas, underpinned by a logical journey flow.

F&B cafe destination and new Centra format, designed by Household.
Convenience supermarket design best practice, fresh hot food and grab-and-go items at the new Centra format designed by Household.
Centra brand and format design, including in store communications, designed by Household.

We created a sub brand ‘the Kitchen’, to elevate Centra’s authority on fresh, tasty food designing a modern and dynamic set of assets: logo, colour palette, packaging, inviting tone of voice and retail communications – and applied these across the whole store. The brand palette extended into materials, lighting, flooring, fixtures and fittings, creating a clean, contemporary look and feel throughout.

Brand design for Centra's store communications, designed by brand and experience design agency Household.
Soup of the day at Centra's new format store, designed by Household.
Customers queue at the hot food bar in Centra's new store format designed by creative agency Household.

Quick insight

Convenience is key as nearly 4-in-10 Irish customers

regard grocery shopping as a chore that they try to spend as little time on as possible.