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