A New Brand for Neighbourhood Convenience
Mega Image, Shop&Go Gusto - Romania
What success did we aim to create?
We set out to develop a new retail brand within Mega Image’s Shop&Go format that would redefine convenience. Our goal was to create a people-first experience centred around hot food and drink, one that increased sales per visit, built customer loyalty, and positioned the brand as a warm, everyday destination in the heart of the community.
How did we create the success?
We led a full-scale retail brand transformation focused on the creation of Gusto — a new food-led brand anchored in the archetype of the “Reliable Neighbour”. This identity informed every design decision, from naming and tone of voice to colour palette and brand touchpoints.
At the heart of the concept was the Gusto counter, a signature feature designed to serve high-quality, ready-to-eat food in an environment that feels inviting and familiar. We delivered:
- A fully modular Gusto counter system, scalable across formats: large, small and mid-floor
- Counter layouts optimised for equipment, service speed and customer interaction
- A new visual identity, from logo and pattern to packaging and staff uniforms
- Warm, tactile materials to create a café-meets-convenience aesthetic
- Consistent branding across all physical and digital applications
- Integration of the Gusto counter within pilot stores in Bucharest with the first store launched in June 2025.
- A concept designed for efficient rollout with measurable commercial impact
Everything was designed with flexibility in mind, enabling Mega Image to deliver a seamless customer experience at scale.
What were the results?
Gusto transformed Shop&Go into a more compelling retail experience. The branded counter gave the store a new heart, driving customer engagement and encouraging quicker, higher-value purchases. The warm, welcoming identity turned functional stores into neighbourhood favourites.
Retail Aims:
- Increased footfall and return visits in pilot stores
- Higher average basket size driven by the food and drink offer
- Strong customer affinity with the Gusto brand
- Clear uplift in brand perception as a friendly, food-led retailer
”With GUSTO, we've created the freshest corner in Shop&Go — offering quick, tasty food options for busy people who want something delicious at any time of day.
Mega Image Team
