Supervalu

Designing ‘one of the best supermarkets in the world’

SuperValu, Ireland’s leading grocery and food chain, aimed to transform its shopping experience into a flagship food destination, to appeal to its growing customer base: Premium Professionals, Health & Well-Being and Quality Families. Blackrock was the site to bring this ambition to life.

Supervalu meat and cheese counter, Supermarket Franchise Design by Household.

Genuine food authority

Household was briefed to change brand and experience perception by returning to the richness of its ‘Real Food, Real People’ roots and genuine food authority. Our concept of ‘Food Festival’ energetically celebrates the shared joy of food and provides a clear platform from which to build a scalable brand experience across the estate.

Personalised VM at Supervalu meat and cheese counter, Supermarket Franchise Design by Household.

Scalable brand experience

Pioneering a destination that champions local, fresh and quality values, the new brand experience breaks down barriers and gives customers a chance to learn and discover.

Supervalu fish counter, Supermarket Franchise Design by Household.
'Made right here. Fresh every day' Supervalu VM, Supermarket Franchise Design by Household.
Supervalu Fruit and vegetable stall , Supermarket Franchise Design by Household.

Simply amplifying what the business does best

Supervalu meat counter, Supermarket Franchise Design by Household.
Supervalu food counters, Supermarket Franchise Design by Household.

Lively and spacious fresh counters bring the store to life: customers select fresh produce at the Juice Bar for in-store blending; refill their own beer bottles and learn about wines with the in-house sommelier at the Off-Licence. They can watch bread and cakes being prepared from a ‘360 degree’ view of the store and interact with the expert butcher at The Butcher’s Block.

Supervalu wine counter, customers wine tasting, Supermarket Franchise Design by Household.
Sketch visual of baskets for Supervalu, Supermarket Franchise Design by Household.
'Freshly prepared right here everyday' Supervalu VM, Supermarket Franchise Design by Household.

As part of a franchise model, the design assets had to be simple and amplify what the business does best. Authentic materials, storytelling, warm tone of voice and colleague and supplier photos place real people, their craft and their products firmly at the heart of the chain.

The look and feel translates across a series of joined-up experiences, from Click & Collect wall graphics through entrance and navigational signage, point of sale, product range signage, digital display screens and local produce displays.

'Flippin' beauties. Delicious and fresh pancakes all day' Supervalu VM, Supermarket Franchise Design by Household.
Packaging free fruit and, Supervalu VM, Supermarket Franchise Design by Household.
Illustrations form part of graphics used for Supervalu VM, Supermarket Franchise Design by Household.
Results

5-20% growth in sales across all stores. Best Supermarket A.R.E Awards 2016.

120 stores completed so far.