Interior • Product Design • Retail

SuperValu had identified that a food revolution was happening across Ireland. There was a shift in the mindset of the Irish consumer where it wasn’t about buying ‘good enough’ food for a value price, it was about enjoying great quality fresh food. SuperValu recognised they had to evolve to connect with this consumer and lead the food revolution. With this focus, TAP were encharged with reinvigorating the SuperValu store experience, creating a food destination that excites and delights customers beyond their expectations everytime.

 

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OPPORTUNITY

Evolve SuperValu’s store experience that sparks a change in the perception of the brand, moving away from its recession-beating message and returning to its roots of ‘real food, real people’.

 

STRATEGY

Introduce the concept of ‘food festival’, celebrating SuperValu’s passion for food and sharing with others. Enlivened through complete refresh of brand assets, materials and display fixtures that hero the fresh departments.

 

RESULT

High speed redesign of trial sites and the flagship store in Blackrock with national rollout underway. TAP continue to work as design custodians with Musgrave to maintain their high standards.

 

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