Excelsior Gama – Merchandising in Super ›

Excelsior Gama

Excelsior Gama

Background

Gama supermarkets resizes its management vision and focuses its business towards the creation of a new concept for its premises: more technological, but maintaining human contact, more dynamic, consistent with the third millennium consumer.  For that reason they request our consultancy for the design of their new supermarket, created, built and developed in their image and likeness, with the expertise built up during 35 years.

Solution

I&RS created a database and diagnosis of the present situation of the supermarkets, as well as an analysis of the Brand Manual of Excelsior Gama, all of this with the intention of identifying the strengths and opportunities of the Architecture Project.  Our conceptual development defined a new standard for the exterior identification, sustaining our recommendations to highlight the environment with a graphic development that would support the areas of the showcases and the positioning, highlighting the appealing, freshness and human warmth of the Excelsior Gama services.  The logos of the new Farma Gama, Bodegón de Arlindo and Gama Gourmet were also developed.  All the information was gathered in a Merchandising and Signage Manual, creating a graphic standard for the new Automercados Excelsior Gama.

Gama Express

Background

Excelsior Gama identified the market opportunity for installing a Gama Express with a drugstore in Avenida Vollmer, in San Bernardino, Caracas.

This new Gama Express duplicates in square meters the prototype installed in Santa Eduvigis and will serve to develop the concept.

Solution

I&RS identified and analyzed the strengths and opportunities of the Gama Express Architecture Project.  The conceptual development implied the analysis of the identification of Gama Express, as well as of the new Farma Gama service, besides the application of the guidelines of the existing Manual.

I&RS suggests the creation of a visual ring that produces the circulation of the consumer throughout all the areas of the Farmacia, Cafetería and Positioning

This project concluded with the drafting of the Manual and metric calculations, besides the production and supervision of the installment, in the civil work, during a period of 75 days.

I&RS was also chosen to carry out and supervise the production and installation of the merchandising and signage systems in a period of 5 months.

Details of the Project

  • Architecture Project
  • Development of Exterior Sign
  • Merchandising and Signage System
  • Logos for Fama Gama, Bodegón de Arlindo, and Gama Gourmet
  • Brand Manual
  • Merchandising and Signage Manual