{"id":2456,"date":"2020-01-28T15:55:28","date_gmt":"2020-01-28T19:55:28","guid":{"rendered":"https:\/\/www.imageretail.com\/proyectos\/super-fresco\/"},"modified":"2020-02-07T13:07:33","modified_gmt":"2020-02-07T17:07:33","slug":"super-fresco","status":"publish","type":"project","link":"https:\/\/www.imageretail.com\/en\/projects\/super-fresco\/","title":{"rendered":"Super Fresco"},"content":{"rendered":"

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Super Fresco<\/h1>\n

Retail – Branding<\/p>\n

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Integral process of Architecture, Branding
and Merchandising starting from the renovation
of the brand and positioning of its stores,
design of commercial architecture and interiors,
based on a new commercial strategy<\/em><\/strong><\/p>\n

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Background<\/em><\/h3>\n

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2019\/2020 Super Fresco Av. Ferrero Tamayo
<\/strong>2014\/2015 Super Fresco, Av, Las Acacias<\/strong><\/p>\n

Super Fresco <\/strong>is a company located on the western part of Venezuela, in T\u00e1chira State, the Andean Mountain Range, known for its strong commercial activity.\u00a0 This company has a clear vision, on its way to becoming a consolidated \u00a8chain of stores for commercializing food, recognized for its keen interest in the clients\u00a8.<\/strong><\/p>\n

As a result of this entrepreneurial dynamism, its associates, contacted us in 2014 and requested we renovate the brand in order to make it more competitive, <\/strong>and thus cease to be a Butcher Shop and Delicatessen, and become a convenience, Deli Butcher Shop and Delicatessen.<\/p>\n

With this lucid foresight we undertook the process of renovating its brand, as well as the evolution of the architecture and the interior design of its stores, beginning with the Super Fresco Las Acacias<\/strong>, in San Cristobal, T\u00e1chira State, Venezuela.<\/p>\n

As a result of the accomplishment of this store, they contacted us again in 2019 and asked us to continue renovating their stores.<\/p>\n

Strategy<\/strong><\/p>\n

The redesign of the brand was the initial starting point for the evolution of the entire branding process, which involved the renovation of the Brand and its organizational communications, the Architecture design, as well as the interior design, based on a new commercial offer where the butcher shop and the delicatessen, with personalized attention continue to be the destined categories, and a new offer of convenience categories such as frozen products, dairy products, bakery, spreads, drinks, groceries, barbecue corner and spirits, providing the highest profitability per square meter, making it easy for the consumer to make all the purchases for his daily requirements at the same place; it\u2019s also the place for buying provisions for friends and family barbecue get togethers.<\/p>\n

The Super Fresco Las Acacias <\/strong>store allowed to broaden the concept towards an innovative store where several commercial views are harmonically integrated in a single floor; thus is born Super Fresco Ferrero Tamayo.<\/strong><\/p>\n

Solution<\/strong><\/p>\n

The result of the concept, \u00a8Convenience Butcher Shop and Delicatessen\u00a8<\/strong> in Las Acacias store <\/strong>favored the new development of the Ferrero Tamayo Project, in a 500 sq. meter store sales floor.<\/strong><\/p>\n

Superfresco <\/strong>maintains its positioning and takes advantage of the opportunity of the dimensions of the sales floor for adding a commercial offer in fruit and vegetables, increasing the amount of sq meters for the categories of groceries, adds an offer in products for personal care, a bakery, drinks, dairy products, frozen products, and added as destination category the Bodegon and the Pharmacy, besides the Butcher Shop and Delicatessen.\u00a0 A terrace is also envisioned as a place for the consumer to have coffee, a sandwich, hot dogs, hamburgers, pinchos (<\/em>small snacks), or a barbecue.<\/p>\n

The Av. Tamayo Ferrero <\/strong>project meant an evolution of the concept of Super Fresco stores.\u00a0 <\/strong>A jump towards the future focused on the gratifying experience of the client <\/strong>from the moment he establishes visual contact with the store through the landscaping, fa\u00e7ade, and exterior sign, the comfort of the space, and the internal harmony provided by the materials and colors.<\/p>\n

All of this in order to give the Super Fresco convenience stores a special uniqueness that offers the clients an extraordinary purchasing experience.<\/p>\n

Architecture Project<\/strong>\u00a0<\/strong><\/p>\n