Retail branding for the next generation
Shufersal as the leading retailer in Israel recognized the urbanization trend and the need to offer quick and accessible solutions in the center of town, and decided to establish the Shufersal Express stores. Our challenge was to design a new and different sort of experience for the new chain, as well as differentiating it from the main brand. We kept the attractive shopping personality of the main brand, yet updated it to fit the dynamic lifestyle of the urban consumer. The new brand presents the values convenience, freshness, simplicity and efficiency, combined with speed and energy. The design principles we used convey simplicity with a hi-tech look, optimistic and fresh.