Mega Image
A proximity-led design platform for a neighborhood retailer
Mega Image had grown into a dense neighborhood network, and the opportunity was to give it one coherent, ownable brand voice — built on the proximity, service and food culture that set it apart, and consistent across every store.
Brandient began with a hands-on audit: store visits across the Bucharest network combined with management interviews and consumer-perception research. Three genuine sources of equity anchored the work — the convenience of being close to where people live, a notably warm and helpful service culture, and a curated, quality-led food assortment — strengths the brand had yet to fully express at the shelf, where the chain’s own voice was crowded out by everything else competing for attention in-store. The strategic task was therefore less about inventing distinctiveness than about giving the distinctiveness that already existed a clear, consistent expression.
Rather than wait on a full positioning platform, Brandient back-solved the design from a defined model of the Mega Image shopping experience — staff attitude, food culture, proximity and services — and developed directions from which the client selected the platform idea "Part of the Community" ("Mega Image este parte din comunitate"), expressing the chain’s close relationship with each neighborhood it serves. That idea was built into a complete graphic and verbal system: a friendly, hand-lettered visual language, neighborhood-inspired illustration, clean white-led photography, and a warm, witty tone of voice spanning seasonality, service, fair pricing and food culture.
The result gave Mega Image a consistent, recognizable and ownable in-store identity that worked across its many store formats — a human-scaled platform designed to scale with the network, support differentiation, and turn everyday convenience shopping into a more engaging, community-rooted experience.
Client:
Mega Image
Industry:
Retail and Consumer Services
Project type:
Rebranding — Brand Upgrade
Date:
2013
Services:
Brand Audit, Brand Positioning, Communication Design, Branded Environments
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