fiigo

Making shopping fun and simple

The Profi Group is Romania's largest supermarket chain, counting over 1000 shops and still growing. The faster pace of life in big cities results in Romanians buying more often but less products, as well as preferring to do their shopping closer to their home or workplace. For this reason, the Profi Group has decided to test drive a new store format.

Our task was to develop a strategy and create a brand for the first convenience store chain in Romania.

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strategy
naming
brand design
store architecture
in-store communication
shop experience

The name Fiigo was created from the combination of fi, which means to be in Romanian, and English word go. In Italian slang figo means cool (Romanian is closely related to Italian; both languages ​​have 77% common vocabulary and similar grammar).

The name Fiigo was created from the combination of fi, which means to be in Romanian, and English word go. In Italian slang figo means cool (Romanian is closely related to Italian; both languages ​​have 77% common vocabulary and similar grammar).

The name Fiigo was created from the combination of fi, which means to be in Romanian, and English word go. In Italian slang figo means cool (Romanian is closely related to Italian; both languages ​​have 77% common vocabulary and similar grammar).

The name Fiigo was created from the combination of fi, which means to be in Romanian, and English word go. In Italian slang figo means cool (Romanian is closely related to Italian; both languages ​​have 77% common vocabulary and similar grammar).

The name Fiigo was created from the combination of fi, which means to be in Romanian, and English word go. In Italian slang figo means cool (Romanian is closely related to Italian; both languages ​​have 77% common vocabulary and similar grammar).

The name Fiigo was created from the combination of fi, which means to be in Romanian, and English word go. In Italian slang figo means cool (Romanian is closely related to Italian; both languages ​​have 77% common vocabulary and similar grammar).

The name Fiigo was created from the combination of fi, which means to be in Romanian, and English word go. In Italian slang figo means cool (Romanian is closely related to Italian; both languages ​​have 77% common vocabulary and similar grammar).

The name Fiigo was created from the combination of fi, which means to be in Romanian, and English word go. In Italian slang figo means cool (Romanian is closely related to Italian; both languages ​​have 77% common vocabulary and similar grammar).

The name Fiigo was created from the combination of fi, which means to be in Romanian, and English word go. In Italian slang figo means cool (Romanian is closely related to Italian; both languages ​​have 77% common vocabulary and similar grammar).

Hard to miss


The other goal of this strategy project was to create a hard to miss branding and test it on the go. New colors and brand elements bring freshness to Romanian streets' look and feel. The learnings from this test helped to create new branding for all the Profi Group supermarkets.

Hard to miss


The other goal of this strategy project was to create a hard to miss branding and test it on the go. New colors and brand elements bring freshness to Romanian streets' look and feel. The learnings from this test helped to create new branding for all the Profi Group supermarkets.

Hard to miss


The other goal of this strategy project was to create a hard to miss branding and test it on the go. New colors and brand elements bring freshness to Romanian streets' look and feel. The learnings from this test helped to create new branding for all the Profi Group supermarkets.

Hard to miss


The other goal of this strategy project was to create a hard to miss branding and test it on the go. New colors and brand elements bring freshness to Romanian streets' look and feel. The learnings from this test helped to create new branding for all the Profi Group supermarkets.

Hard to miss


The other goal of this strategy project was to create a hard to miss branding and test it on the go. New colors and brand elements bring freshness to Romanian streets' look and feel. The learnings from this test helped to create new branding for all the Profi Group supermarkets.

Hard to miss


The other goal of this strategy project was to create a hard to miss branding and test it on the go. New colors and brand elements bring freshness to Romanian streets' look and feel. The learnings from this test helped to create new branding for all the Profi Group supermarkets.

Hard to miss


The other goal of this strategy project was to create a hard to miss branding and test it on the go. New colors and brand elements bring freshness to Romanian streets' look and feel. The learnings from this test helped to create new branding for all the Profi Group supermarkets.

Hard to miss


The other goal of this strategy project was to create a hard to miss branding and test it on the go. New colors and brand elements bring freshness to Romanian streets' look and feel. The learnings from this test helped to create new branding for all the Profi Group supermarkets.

Hard to miss


The other goal of this strategy project was to create a hard to miss branding and test it on the go. New colors and brand elements bring freshness to Romanian streets' look and feel. The learnings from this test helped to create new branding for all the Profi Group supermarkets.

Brand Hero


The Fiigo sheep deals with delivering fun products to the store and entertaining customers, who appears in unexpected moments and comments on the reality with humor.  

The sheep is firmly rooted in Romanian culture; it appears in the well-known folk ballad called "Miorița" (Sheep). In an urban environment, however, the figure of a sheep is something completely new.

Brand Hero


The Fiigo sheep deals with delivering fun products to the store and entertaining customers, who appears in unexpected moments and comments on the reality with humor.  

The sheep is firmly rooted in Romanian culture; it appears in the well-known folk ballad called "Miorița" (Sheep). In an urban environment, however, the figure of a sheep is something completely new.

Brand Hero


The Fiigo sheep deals with delivering fun products to the store and entertaining customers, who appears in unexpected moments and comments on the reality with humor.  

The sheep is firmly rooted in Romanian culture; it appears in the well-known folk ballad called "Miorița" (Sheep). In an urban environment, however, the figure of a sheep is something completely new.

Brand Hero


The Fiigo sheep deals with delivering fun products to the store and entertaining customers, who appears in unexpected moments and comments on the reality with humor.  

The sheep is firmly rooted in Romanian culture; it appears in the well-known folk ballad called "Miorița" (Sheep). In an urban environment, however, the figure of a sheep is something completely new.

Brand Hero


The Fiigo sheep deals with delivering fun products to the store and entertaining customers, who appears in unexpected moments and comments on the reality with humor.  

The sheep is firmly rooted in Romanian culture; it appears in the well-known folk ballad called "Miorița" (Sheep). In an urban environment, however, the figure of a sheep is something completely new.

Brand Hero


The Fiigo sheep deals with delivering fun products to the store and entertaining customers, who appears in unexpected moments and comments on the reality with humor.  

The sheep is firmly rooted in Romanian culture; it appears in the well-known folk ballad called "Miorița" (Sheep). In an urban environment, however, the figure of a sheep is something completely new.

Brand Hero


The Fiigo sheep deals with delivering fun products to the store and entertaining customers, who appears in unexpected moments and comments on the reality with humor.  

The sheep is firmly rooted in Romanian culture; it appears in the well-known folk ballad called "Miorița" (Sheep). In an urban environment, however, the figure of a sheep is something completely new.

Brand Hero


The Fiigo sheep deals with delivering fun products to the store and entertaining customers, who appears in unexpected moments and comments on the reality with humor.  

The sheep is firmly rooted in Romanian culture; it appears in the well-known folk ballad called "Miorița" (Sheep). In an urban environment, however, the figure of a sheep is something completely new.

Brand Hero


The Fiigo sheep deals with delivering fun products to the store and entertaining customers, who appears in unexpected moments and comments on the reality with humor.  

The sheep is firmly rooted in Romanian culture; it appears in the well-known folk ballad called "Miorița" (Sheep). In an urban environment, however, the figure of a sheep is something completely new.

Everyone deserves caviar and fresh tomatoes

That's what the brand hero Fiigo Sheep says. The Fiigo brand personality and its narrative system is an important part of the brand idea. Fiigo the sheep arrives in the city and, looking at its busy inhabitants, opposes hasty mediocrity. She is uncompromising in terms of quality and freshness, she talks about it in a fun and inspiring way.

Everyone deserves caviar and fresh tomatoes

That's what the brand hero Fiigo Sheep says. The Fiigo brand personality and its narrative system is an important part of the brand idea. Fiigo the sheep arrives in the city and, looking at its busy inhabitants, opposes hasty mediocrity. She is uncompromising in terms of quality and freshness, she talks about it in a fun and inspiring way.

Everyone deserves caviar and fresh tomatoes

That's what the brand hero Fiigo Sheep says. The Fiigo brand personality and its narrative system is an important part of the brand idea. Fiigo the sheep arrives in the city and, looking at its busy inhabitants, opposes hasty mediocrity. She is uncompromising in terms of quality and freshness, she talks about it in a fun and inspiring way.

Everyone deserves caviar and fresh tomatoes

That's what the brand hero Fiigo Sheep says. The Fiigo brand personality and its narrative system is an important part of the brand idea. Fiigo the sheep arrives in the city and, looking at its busy inhabitants, opposes hasty mediocrity. She is uncompromising in terms of quality and freshness, she talks about it in a fun and inspiring way.

Everyone deserves caviar and fresh tomatoes

That's what the brand hero Fiigo Sheep says. The Fiigo brand personality and its narrative system is an important part of the brand idea. Fiigo the sheep arrives in the city and, looking at its busy inhabitants, opposes hasty mediocrity. She is uncompromising in terms of quality and freshness, she talks about it in a fun and inspiring way.

Everyone deserves caviar and fresh tomatoes

That's what the brand hero Fiigo Sheep says. The Fiigo brand personality and its narrative system is an important part of the brand idea. Fiigo the sheep arrives in the city and, looking at its busy inhabitants, opposes hasty mediocrity. She is uncompromising in terms of quality and freshness, she talks about it in a fun and inspiring way.

Everyone deserves caviar and fresh tomatoes

That's what the brand hero Fiigo Sheep says. The Fiigo brand personality and its narrative system is an important part of the brand idea. Fiigo the sheep arrives in the city and, looking at its busy inhabitants, opposes hasty mediocrity. She is uncompromising in terms of quality and freshness, she talks about it in a fun and inspiring way.

Everyone deserves caviar and fresh tomatoes

That's what the brand hero Fiigo Sheep says. The Fiigo brand personality and its narrative system is an important part of the brand idea. Fiigo the sheep arrives in the city and, looking at its busy inhabitants, opposes hasty mediocrity. She is uncompromising in terms of quality and freshness, she talks about it in a fun and inspiring way.

Everyone deserves caviar and fresh tomatoes

That's what the brand hero Fiigo Sheep says. The Fiigo brand personality and its narrative system is an important part of the brand idea. Fiigo the sheep arrives in the city and, looking at its busy inhabitants, opposes hasty mediocrity. She is uncompromising in terms of quality and freshness, she talks about it in a fun and inspiring way.

Visiting one of the first model stores in Romania (from the left: Client's project coordinator Laura, Mikołaj and Bartosz)

Visiting one of the first model stores in Romania (from the left: Client's project coordinator Laura, Mikołaj and Bartosz)

Visiting one of the first model stores in Romania (from the left: Client's project coordinator Laura, Mikołaj and Bartosz)

Visiting one of the first model stores in Romania (from the left: Client's project coordinator Laura, Mikołaj and Bartosz)

Visiting one of the first model stores in Romania (from the left: Client's project coordinator Laura, Mikołaj and Bartosz)

Visiting one of the first model stores in Romania (from the left: Client's project coordinator Laura, Mikołaj and Bartosz)

Visiting one of the first model stores in Romania (from the left: Client's project coordinator Laura, Mikołaj and Bartosz)

Visiting one of the first model stores in Romania (from the left: Client's project coordinator Laura, Mikołaj and Bartosz)

Visiting one of the first model stores in Romania (from the left: Client's project coordinator Laura, Mikołaj and Bartosz)

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