Fresh Thinking for a Fresh Format
Mega Image, Fresh Bazar - Romania
What success did we aim to create?
Mega Image tasked us with developing a distinct retail identity for its new Fresh Bazar concept. The objective was to create a visually engaging brand that stood apart from the main Mega Image and Shop&Go formats, while maintaining enough brand consistency to feel part of the wider network. The new format needed to appeal to health-conscious consumers and support a premium fresh food and convenience offer.
How did we create the success?
As an experienced retail design agency, we approached Fresh Bazar as both a retail brand transformation and a strategic brand extension.
Our design strategy included:
- New Brand Identity: We crafted a fresh, organic-inspired brand look and feel targeted at wellness-oriented shoppers.
- Façade and Signage Design: A cohesive façade concept using natural materials and clean forms ensured curb side impact while reinforcing product freshness.
- Material and Colour Palette: Contrasting, modern materials conveyed simplicity, health, and transparency.
- Window Graphics: Thoughtfully designed graphics connected interior and exterior views, drawing customers in and enhancing brand experience.
- Strategic Positioning: While visually distinct, Fresh Bazar retained subtle links to the core Mega Image identity to strengthen network-wide brand equity.
What were the results?
The first Fresh Bazar store launched in Bucharest in July 2019, expanding Mega Image’s retail marketing strategy with a format tailored to changing consumer habits. The store design outcomes delivered:
- A compelling brand experience for health-conscious urban shoppers
- Increased footfall and strong early performance
- A scalable concept for future rollouts alongside Mega Image’s core formats
