Profi

Shops redesign & remodelling

Profi is the largest supermarket chain in Romania, with more than 1400 locations with new ones still being opened. The chain’s new owner – the Mid Europa Partners investment fund – developed a plan of rapid expansion.

Paweł Musiał (CEO of Profi), together with his Team, created the new retail concept, which combines the three shopping needs of modern customers:

  • The urban café (“on-the-go”)
  • Convenient everyday grocery shopping, ready-to-eat meals, quick fridge restocking
  • Big shopping, buying supplies for the whole family.

The new concept meets all the needs mentioned above. Our task was to combine three kinds of shopping styles under one brand.  As a strategic partner for this massive retail change project, we are responsible for Profi rebranding and shops remodelling, bringing new retail concepts to life and introducing hundreds of new products with different ways of displaying them.

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strategy
naming
store architecture
in-store communication
shop experience

Different needs - one place

The three needs – the customers shopping missions - are met by the areas into which the shops are divided:

  • The café and convenience zone, which offers a wide range of ready-made meals, fresh bread, coffee and hot beverages, freshly-pressed juice, sweets, snacks and ice cream.
  • Past that is an area which contains products which the household needs to replenish every day – cheese, meat, fruit and vegetables. Wide aisles and additional cash registers allow customers to do their shopping quickly and efficiently.
  • The needs of those who come to do big grocery shopping are satisfied by the farthest, most supermarket-like part of the shop, which has also been rebranded. The way products are displayed has been improved and special offers are now easier to notice, and more than 1300 new products are now available.

Different needs - one place

The three needs – the customers shopping missions - are met by the areas into which the shops are divided:

  • The café and convenience zone, which offers a wide range of ready-made meals, fresh bread, coffee and hot beverages, freshly-pressed juice, sweets, snacks and ice cream.
  • Past that is an area which contains products which the household needs to replenish every day – cheese, meat, fruit and vegetables. Wide aisles and additional cash registers allow customers to do their shopping quickly and efficiently.
  • The needs of those who come to do big grocery shopping are satisfied by the farthest, most supermarket-like part of the shop, which has also been rebranded. The way products are displayed has been improved and special offers are now easier to notice, and more than 1300 new products are now available.

Different needs - one place

The three needs – the customers shopping missions - are met by the areas into which the shops are divided:

  • The café and convenience zone, which offers a wide range of ready-made meals, fresh bread, coffee and hot beverages, freshly-pressed juice, sweets, snacks and ice cream.
  • Past that is an area which contains products which the household needs to replenish every day – cheese, meat, fruit and vegetables. Wide aisles and additional cash registers allow customers to do their shopping quickly and efficiently.
  • The needs of those who come to do big grocery shopping are satisfied by the farthest, most supermarket-like part of the shop, which has also been rebranded. The way products are displayed has been improved and special offers are now easier to notice, and more than 1300 new products are now available.

Different needs - one place

The three needs – the customers shopping missions - are met by the areas into which the shops are divided:

  • The café and convenience zone, which offers a wide range of ready-made meals, fresh bread, coffee and hot beverages, freshly-pressed juice, sweets, snacks and ice cream.
  • Past that is an area which contains products which the household needs to replenish every day – cheese, meat, fruit and vegetables. Wide aisles and additional cash registers allow customers to do their shopping quickly and efficiently.
  • The needs of those who come to do big grocery shopping are satisfied by the farthest, most supermarket-like part of the shop, which has also been rebranded. The way products are displayed has been improved and special offers are now easier to notice, and more than 1300 new products are now available.

Different needs - one place

The three needs – the customers shopping missions - are met by the areas into which the shops are divided:

  • The café and convenience zone, which offers a wide range of ready-made meals, fresh bread, coffee and hot beverages, freshly-pressed juice, sweets, snacks and ice cream.
  • Past that is an area which contains products which the household needs to replenish every day – cheese, meat, fruit and vegetables. Wide aisles and additional cash registers allow customers to do their shopping quickly and efficiently.
  • The needs of those who come to do big grocery shopping are satisfied by the farthest, most supermarket-like part of the shop, which has also been rebranded. The way products are displayed has been improved and special offers are now easier to notice, and more than 1300 new products are now available.

Different needs - one place

The three needs – the customers shopping missions - are met by the areas into which the shops are divided:

  • The café and convenience zone, which offers a wide range of ready-made meals, fresh bread, coffee and hot beverages, freshly-pressed juice, sweets, snacks and ice cream.
  • Past that is an area which contains products which the household needs to replenish every day – cheese, meat, fruit and vegetables. Wide aisles and additional cash registers allow customers to do their shopping quickly and efficiently.
  • The needs of those who come to do big grocery shopping are satisfied by the farthest, most supermarket-like part of the shop, which has also been rebranded. The way products are displayed has been improved and special offers are now easier to notice, and more than 1300 new products are now available.

Different needs - one place

The three needs – the customers shopping missions - are met by the areas into which the shops are divided:

  • The café and convenience zone, which offers a wide range of ready-made meals, fresh bread, coffee and hot beverages, freshly-pressed juice, sweets, snacks and ice cream.
  • Past that is an area which contains products which the household needs to replenish every day – cheese, meat, fruit and vegetables. Wide aisles and additional cash registers allow customers to do their shopping quickly and efficiently.
  • The needs of those who come to do big grocery shopping are satisfied by the farthest, most supermarket-like part of the shop, which has also been rebranded. The way products are displayed has been improved and special offers are now easier to notice, and more than 1300 new products are now available.

Different needs - one place

The three needs – the customers shopping missions - are met by the areas into which the shops are divided:

  • The café and convenience zone, which offers a wide range of ready-made meals, fresh bread, coffee and hot beverages, freshly-pressed juice, sweets, snacks and ice cream.
  • Past that is an area which contains products which the household needs to replenish every day – cheese, meat, fruit and vegetables. Wide aisles and additional cash registers allow customers to do their shopping quickly and efficiently.
  • The needs of those who come to do big grocery shopping are satisfied by the farthest, most supermarket-like part of the shop, which has also been rebranded. The way products are displayed has been improved and special offers are now easier to notice, and more than 1300 new products are now available.

Different needs - one place

The three needs – the customers shopping missions - are met by the areas into which the shops are divided:

  • The café and convenience zone, which offers a wide range of ready-made meals, fresh bread, coffee and hot beverages, freshly-pressed juice, sweets, snacks and ice cream.
  • Past that is an area which contains products which the household needs to replenish every day – cheese, meat, fruit and vegetables. Wide aisles and additional cash registers allow customers to do their shopping quickly and efficiently.
  • The needs of those who come to do big grocery shopping are satisfied by the farthest, most supermarket-like part of the shop, which has also been rebranded. The way products are displayed has been improved and special offers are now easier to notice, and more than 1300 new products are now available.

Rebranding

Reworked visual communication idea, requested by Profi, is the crucial part of new branding strategy:

  • Use the distinct, red colour of the shops on the facades, to make the locations visible from a distance on the city streets.
  • A modern, lightweight font in the logo and marketing communication.
  • The old “purse” logo has been replaced with a check mark. Due to its slightly flattened shape and red colour, it quickly gained a new name: the tomato.

And that’s a good thing, because no European kitchen can do without this vegetable.

Rebranding

Reworked visual communication idea, requested by Profi, is the crucial part of new branding strategy:

  • Use the distinct, red colour of the shops on the facades, to make the locations visible from a distance on the city streets.
  • A modern, lightweight font in the logo and marketing communication.
  • The old “purse” logo has been replaced with a check mark. Due to its slightly flattened shape and red colour, it quickly gained a new name: the tomato.

And that’s a good thing, because no European kitchen can do without this vegetable.

Rebranding

Reworked visual communication idea, requested by Profi, is the crucial part of new branding strategy:

  • Use the distinct, red colour of the shops on the facades, to make the locations visible from a distance on the city streets.
  • A modern, lightweight font in the logo and marketing communication.
  • The old “purse” logo has been replaced with a check mark. Due to its slightly flattened shape and red colour, it quickly gained a new name: the tomato.

And that’s a good thing, because no European kitchen can do without this vegetable.

Rebranding

Reworked visual communication idea, requested by Profi, is the crucial part of new branding strategy:

  • Use the distinct, red colour of the shops on the facades, to make the locations visible from a distance on the city streets.
  • A modern, lightweight font in the logo and marketing communication.
  • The old “purse” logo has been replaced with a check mark. Due to its slightly flattened shape and red colour, it quickly gained a new name: the tomato.

And that’s a good thing, because no European kitchen can do without this vegetable.

Rebranding

Reworked visual communication idea, requested by Profi, is the crucial part of new branding strategy:

  • Use the distinct, red colour of the shops on the facades, to make the locations visible from a distance on the city streets.
  • A modern, lightweight font in the logo and marketing communication.
  • The old “purse” logo has been replaced with a check mark. Due to its slightly flattened shape and red colour, it quickly gained a new name: the tomato.

And that’s a good thing, because no European kitchen can do without this vegetable.

Rebranding

Reworked visual communication idea, requested by Profi, is the crucial part of new branding strategy:

  • Use the distinct, red colour of the shops on the facades, to make the locations visible from a distance on the city streets.
  • A modern, lightweight font in the logo and marketing communication.
  • The old “purse” logo has been replaced with a check mark. Due to its slightly flattened shape and red colour, it quickly gained a new name: the tomato.

And that’s a good thing, because no European kitchen can do without this vegetable.

Rebranding

Reworked visual communication idea, requested by Profi, is the crucial part of new branding strategy:

  • Use the distinct, red colour of the shops on the facades, to make the locations visible from a distance on the city streets.
  • A modern, lightweight font in the logo and marketing communication.
  • The old “purse” logo has been replaced with a check mark. Due to its slightly flattened shape and red colour, it quickly gained a new name: the tomato.

And that’s a good thing, because no European kitchen can do without this vegetable.

Rebranding

Reworked visual communication idea, requested by Profi, is the crucial part of new branding strategy:

  • Use the distinct, red colour of the shops on the facades, to make the locations visible from a distance on the city streets.
  • A modern, lightweight font in the logo and marketing communication.
  • The old “purse” logo has been replaced with a check mark. Due to its slightly flattened shape and red colour, it quickly gained a new name: the tomato.

And that’s a good thing, because no European kitchen can do without this vegetable.

Rebranding

Reworked visual communication idea, requested by Profi, is the crucial part of new branding strategy:

  • Use the distinct, red colour of the shops on the facades, to make the locations visible from a distance on the city streets.
  • A modern, lightweight font in the logo and marketing communication.
  • The old “purse” logo has been replaced with a check mark. Due to its slightly flattened shape and red colour, it quickly gained a new name: the tomato.

And that’s a good thing, because no European kitchen can do without this vegetable.

„Rebranding and shops remodelling, introducing new formats in such a large chain is an enormous challenge. The one that not only requires creativity, but also brand
management experience and knowledge of the retail industry. This is exactly why we chose Touchideas to be our strategic partner for this project.”

Paweł Musiał,
CEO of Profi

„Rebranding and shops remodelling, introducing new formats in such a large chain is an enormous challenge. The one that not only requires creativity, but also brand
management experience and knowledge of the retail industry. This is exactly why we chose Touchideas to be our strategic partner for this project.”

Paweł Musiał,
CEO of Profi

„Rebranding and shops remodelling, introducing new formats in such a large chain is an enormous challenge. The one that not only requires creativity, but also brand
management experience and knowledge of the retail industry. This is exactly why we chose Touchideas to be our strategic partner for this project.”

Paweł Musiał,
CEO of Profi

„Rebranding and shops remodelling, introducing new formats in such a large chain is an enormous challenge. The one that not only requires creativity, but also brand
management experience and knowledge of the retail industry. This is exactly why we chose Touchideas to be our strategic partner for this project.”

Paweł Musiał,
CEO of Profi

„Rebranding and shops remodelling, introducing new formats in such a large chain is an enormous challenge. The one that not only requires creativity, but also brand
management experience and knowledge of the retail industry. This is exactly why we chose Touchideas to be our strategic partner for this project.”

Paweł Musiał,
CEO of Profi

„Rebranding and shops remodelling, introducing new formats in such a large chain is an enormous challenge. The one that not only requires creativity, but also brand
management experience and knowledge of the retail industry. This is exactly why we chose Touchideas to be our strategic partner for this project.”

Paweł Musiał,
CEO of Profi

„Rebranding and shops remodelling, introducing new formats in such a large chain is an enormous challenge. The one that not only requires creativity, but also brand
management experience and knowledge of the retail industry. This is exactly why we chose Touchideas to be our strategic partner for this project.”

Paweł Musiał,
CEO of Profi

„Rebranding and shops remodelling, introducing new formats in such a large chain is an enormous challenge. The one that not only requires creativity, but also brand
management experience and knowledge of the retail industry. This is exactly why we chose Touchideas to be our strategic partner for this project.”

Paweł Musiał,
CEO of Profi

„Rebranding and shops remodelling, introducing new formats in such a large chain is an enormous challenge. The one that not only requires creativity, but also brand
management experience and knowledge of the retail industry. This is exactly why we chose Touchideas to be our strategic partner for this project.”

Paweł Musiał,
CEO of Profi

Brand hero of on-the-go shopping style

The convenience and café area of the shop is now differed under new brand fiiGO. This part welcomes the customers with new branding, accompanied by new brand hero – the funny green lamb.

The café zone offers a wide range of ready-made meals, fresh bread, coffee and hot beverages, freshly-pressed juice, sweets, snacks and ice cream.

Brand hero of on-the-go shopping style

The convenience and café area of the shop is now differed under new brand fiiGO. This part welcomes the customers with new branding, accompanied by new brand hero – the funny green lamb.

The café zone offers a wide range of ready-made meals, fresh bread, coffee and hot beverages, freshly-pressed juice, sweets, snacks and ice cream.

Brand hero of on-the-go shopping style

The convenience and café area of the shop is now differed under new brand fiiGO. This part welcomes the customers with new branding, accompanied by new brand hero – the funny green lamb.

The café zone offers a wide range of ready-made meals, fresh bread, coffee and hot beverages, freshly-pressed juice, sweets, snacks and ice cream.

Brand hero of on-the-go shopping style

The convenience and café area of the shop is now differed under new brand fiiGO. This part welcomes the customers with new branding, accompanied by new brand hero – the funny green lamb.

The café zone offers a wide range of ready-made meals, fresh bread, coffee and hot beverages, freshly-pressed juice, sweets, snacks and ice cream.

Brand hero of on-the-go shopping style

The convenience and café area of the shop is now differed under new brand fiiGO. This part welcomes the customers with new branding, accompanied by new brand hero – the funny green lamb.

The café zone offers a wide range of ready-made meals, fresh bread, coffee and hot beverages, freshly-pressed juice, sweets, snacks and ice cream.

Brand hero of on-the-go shopping style

The convenience and café area of the shop is now differed under new brand fiiGO. This part welcomes the customers with new branding, accompanied by new brand hero – the funny green lamb.

The café zone offers a wide range of ready-made meals, fresh bread, coffee and hot beverages, freshly-pressed juice, sweets, snacks and ice cream.

Brand hero of on-the-go shopping style

The convenience and café area of the shop is now differed under new brand fiiGO. This part welcomes the customers with new branding, accompanied by new brand hero – the funny green lamb.

The café zone offers a wide range of ready-made meals, fresh bread, coffee and hot beverages, freshly-pressed juice, sweets, snacks and ice cream.

Brand hero of on-the-go shopping style

The convenience and café area of the shop is now differed under new brand fiiGO. This part welcomes the customers with new branding, accompanied by new brand hero – the funny green lamb.

The café zone offers a wide range of ready-made meals, fresh bread, coffee and hot beverages, freshly-pressed juice, sweets, snacks and ice cream.

Brand hero of on-the-go shopping style

The convenience and café area of the shop is now differed under new brand fiiGO. This part welcomes the customers with new branding, accompanied by new brand hero – the funny green lamb.

The café zone offers a wide range of ready-made meals, fresh bread, coffee and hot beverages, freshly-pressed juice, sweets, snacks and ice cream.

fiigo

sheep

in the city

Rossmann

we know
each other