Azbuka vkusa, a chain of premium supermarkets, will be rebranded for the first time in 15 years. The changes will be introduced in stages and will affect the communication of all retail formats, services and products of the company.

According to the company's press-service, the rebranding is the result of "Azbuka vkusa" transition from food retailer model to the model of food ecosystem with its own food technologies and food services. Apart from the shop chain of different formats, consisting of 175 shops in Moscow and St. Petersburg, Azbuka vkusa also manufactures ready-made food and produces more than 1 thousand varieties of high-quality fresh products with the daily output of up to 35 tons, its press-service informs.

In addition, the company is constantly expanding its network of cafeterias within its stores, actively developing food and ready meals delivery, its catering service, concierge service, custom-made cakes and banquet dishes, sommelier courses, barista school and b2b services.

"Azbuka vkusa" is now piloting several more new business areas in nutrition and healthy lifestyle; the projects will be launched in the current financial year. Rebranding will also entail updating the architecture of its own brands, including changes in their assortment and positioning," the press service said.

The new visual language of the brand was developed by the internal team of "Azbuka vkusa". The new logo is based on monogram "AV", which has been the symbol of the company since its foundation. The main element of the brand identity is an orbit, the company said. New shades of green were chosen as a color scheme, which is complemented by a secondary palette. The logo font was developed together with Type Today project founders Ilya Ruderman and Yuri Ostromentsky.

"When developing the rebranding, it was important for us to take care of brand values and aesthetics loved by many people. That is why we have kept recognizable logo, but we have actualized it and adapted it for using in digital environment", - said Maria Zolotkova, vice-president for brand development of "Azbuka vkusa".

It is specified that flagship supermarkets of the network in Moscow on Arbat and in St. Petersburg on Nevsky prospect will be the first shops where rebranding will be realized. Another 20 stores opened during the first years of the company's operation will undergo a complete renovation in the next two years, while other stores will undergo a partial renovation involving improvements in space, service and assortment, it was added there.

Made in Russia // Made in Russia

Author: Karina Kamalova