This document outlines the process of building a grocery store brand from inception to ongoing evaluation and improvement. It discusses building the brand, bringing the brand to life through store design, layout, and opening, and constantly reevaluating the brand over time through updates to decor, packaging, and promotions. Key aspects covered include inspiration, format, venues, site plans, exterior and interior design, branding, mockups, opening activities, product presentation, and ongoing refinement. The goal is to create a simple yet compelling grocery concept and customer experience that simplifies shopping and provides quality food at affordable prices.

1. Day One to Doors Open and Beyond
2009 PACK EXPO
October 7, 2009

5. 1 2 3
BUILDING A BRAND BRINGING IT TO LIFE CONSTANT REEVALUATION

6. 1 2 3
BUILDING A BRAND

7. Building A Brand Bringing It To Life Constant Reevaluation
Starting with a Clean Sheet
(steve to provide)
(steve to provide)
@ 42” above floor
(steve to provide)
- in the prototype, this station
will be up against a wall, in the
mock up, we’ll need to add a
wall to close this end off
5’-0”

8. Building A Brand Bringing It To Life Constant Reevaluation
Starting with a Clean Sheet
(steve to provide)
(steve to provide)
@ 42” above floor
(steve to provide)
- in the prototype, this station
will be up against a wall, in the
mock up, we’ll need to add a
wall to close this end off
5’-0”

9. Building A Brand Bringing It To Life Constant Reevaluation
Basic Parameters
THE FRESH AND EASY STORY
BUILDING SPECIFICATION
- Fire alarm system Version 4 28.7.05
- Back Viewkerbs, no sidewalks
Overall Point of asphalt, no
up generator and uninterrupted power supply for IT, lighting and chillers
Sales area:
- bollards/ crash protection just in front of the entrance
Back areas: sprinklers.
- lighting
no
Life has become too complicated and needs to be simpler – too many choices,
OFFER
no little time, difficult to know who to trust.
No car park directional signs, covered cart bays
staff resting room with microwave, fridge, table and 4 chairs
- no counters
Customer - room
cleaners Frame of Reference
no customer catering
admin/ cash office with 2 work bake off
- no in-store bakery or stations/PCs, CCTV monior and recorder, all IT kit
Providing - grocery shelving 5ftfamily is important to me, but it is such a hassle – I
Receiving area:
good food for my 6in top shelf and 3ft 7in deep
Security: ambient produce
-
don’t have time to prepare it properly and I cant easily get everything I want, at
no staff-kitchen, no staff reception, no smoking room, nodock leveler no prep rooms, no
dropped receiving area (-1.35m/4ft 6in ) with 1 POS room, and adjacent stair
floral
the price I want, in one store.
security cash office.
separateoverhead grill in entrance lobby
access
security-grills compactor
one on all external windows
A Compelling Proposition the car park
2 external CCTVabove STORAGE
REFRIGERATION receiving door
-REFRIGERATION in
- canopy cameras
1 CCTV camera in the entrancemultidecks with 20 inch shelves
- external 80 inch high with welcome monitor
dairy in lighting
At Fresh and freezer at -22C to make life a little simpler: doors, back filled
- high checkouttry
1 Easy, wedoor
2 sales floor/ 1volume dairy (milk, juice, eggs) full height glass
roller shutter CCTV cameras
Separate warehouse alarmchiller atto+3 - multidecks with 20 inch shelvesstore opening
- 1 dairy/produce system high +5C
meat and poultry 80 inch allow delivery driver access out of
by providing quality foodgate- +3C really trust but at everyday supercenter prices
hours - 1 meat full yard you can
frozen chiller at glass door
no service height 0
- chilled produce in 80 inch high multidecks with 20 inch shelves
by carefullychilled beer in 80 rangeconveyor, canwith 20 inch shelves you want
Options-toselecting our inch high multidecks easily find EAS
-SPECIFICATIONvaried cash soconditionsmaster key, no what
No dummy cameras,, no climatic you no
consider in
by making- shopping cart quick and easyall rooms to get around, and easy to reach
covered concrete power floated floor in for you
Building:our stores bays
heated shopping cart storage
OTHER washable paint on walls in rooms
-
What’spark- shaderooflevel in back area asfloorvalid regulations only, basic specification of
car the Evidence 4.5m/15ft above floor in the sales area
lighting at
polished light gray concrete per
Flat canopies
snow clearance ofdiffusers – externally painted
lights, no unloading
- no ceiling walls ramp
Blockwork
Our groceries ceiling front elevation ofand wall signage
- internal, to the quality
no match
Glazing directional signage the brand leader whilst our fresh foods set
new standards forblockwork wallsdoors
- walls opening biparting freshness, and we concentrate on simple
Auto in quality and
painted warehouse not painted
ingredients Entrancethan windows unitsets lobby storage
- one ATMcanopy incorporating the
non-openable Coinster
rather and chemistry in covered cart
- Entrancecheckouts, plus 4 express self-scan
3 belted lobby with overhead door heaters
Our prices plastic Wal*Mart supercenters
- match swingingthickness warehouse everyday lowand 150mm in all other of
Concrete slab – doors to up to 180mm in warehouse price, irrespective
quality -EQUIPMENT standard shopping carts (coin deposit), plus plastic baskets
areas
- 120 small
- impactful disabled shopping carts
2 electric branding to all visible elevations
We provide PA/musicpowered pallet truck
- 1all a household’s regular food/non-food needs, but keep our range
electric system
No sky lights (smoke lighting leading brand +/or private label
simple by -only offering theonly)
3 hand pallet jacks at 1000 LUX 90° to aisles
fluorescent domes
- shared customer/staff toilets
cardboard/ plastic split bailer
We offer a - market leading3range of chilledoutside front door
public telephone, vending machines full and part prepared convenience
External Signage: matwell
- entrance
no warehouse racking in backroom, freezer or chillers
foods, to save preparation time at home
- 2 painted externally Customer wall signs
No accent lighting, noilluminatedService Desk, no floor ducting (overhead
Our store is simply laid out, with clear aisles, clear signage and no more than
Mechanical, Electrical: sign
- roadside pylon
services),no scan guides
one in front at the checkouts
- roof sign over front elevation
- HVAC to maintain shop floor temperature of 21°C/70F
Our Car Park: one boiler than a mile away
store - no more
is

10. Building A Brand Bringing It To Life Constant Reevaluation
Where to begin?

11. Building A Brand Bringing It To Life Constant Reevaluation
Inspiration
Value Freshness Experience
Whole Foods
Aldi Trader Joe’s
Market

12. Building A Brand Bringing It To Life Constant Reevaluation
Format
C Store ?? Traditional Grocery Hyper Markets
4,000 sf
10,000 sf
35,000 - 50,000 sf 50,000 - 120,000 sf
Drug and
Specialty

13. Building A Brand Bringing It To Life Constant Reevaluation
Brand Venues
Experience Product
fresh & easy
Perception People
Place

14. Building A Brand Bringing It To Life Constant Reevaluation
Site Diagram
loading dock
truck access
store entry/exit
parking field
corner marker
entry/exit
N

15. Building A Brand Bringing It To Life Constant Reevaluation
Site Diagram
view to
building corner
iconic corner
high visibility
N

16. Building A Brand Bringing It To Life Constant Reevaluation
Plan Diagram
loading dock holding area
fresh meals
frozen
easy fresh
checkout
entry

17. Building A Brand Bringing It To Life Constant Reevaluation
3D Model

18. Building A Brand Bringing It To Life Constant Reevaluation
Exterior - 3 G’s

19. Building A Brand Bringing It To Life Constant Reevaluation
Elevations - Green

20. Building A Brand Bringing It To Life Constant Reevaluation
Elevations - Glass

21. Building A Brand Bringing It To Life Constant Reevaluation
Elevations - Geometry

22. Building A Brand Bringing It To Life Constant Reevaluation

23. Building A Brand Bringing It To Life Constant Reevaluation
Brand Identity

24. Building A Brand Bringing It To Life Constant Reevaluation
Decor - Wall Patterns
STORE DECOR & SIGNAGE
STORE DECOR & SIGNAGE
STORE DECOR & SIGNAGE
59 U PMS 511 U
59 U PMS 511 U
59 U PMS 511 U
499 U PMS 5145 U
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496 U
496 U
496 U
PMS 7517 U
PMS 7517 U
PMS 7517 U
84 U
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PMS 728 U
PMS 728 U
PMS 728 U
815 U PMS 717 U
815 U PMS 717 U
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417 U PMS 142 U
417 U PMS 142 U
PMS 142 U
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53 U PMS 634 U
53 U PMS 634 U
PMS 634 U
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51 U PMS 630 U
51 U PMS 630 U
PMS 630 U
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25. Building A Brand Bringing It To Life Constant Reevaluation
Decor - Aisle Markers

26. Building A Brand Bringing It To Life Constant Reevaluation
Decor - Banners

27. Building A Brand Bringing It To Life Constant Reevaluation
Decor - Messaging

28. Building A Brand Bringing It To Life Constant Reevaluation
Decor - Legal

29. Building A Brand Bringing It To Life Constant Reevaluation
Decor - Parking

30. Building A Brand Bringing It To Life Constant Reevaluation
Packaging - Boxes

31. Building A Brand Bringing It To Life Constant Reevaluation
Packaging - Bags

32. Building A Brand Bringing It To Life Constant Reevaluation
Packaging - Shrink Wrap

33. 1 2 3
BRINGING IT TO LIFE

34. Building A Brand Bringing It To Life Constant Reevaluation
Mock Up

35. Building A Brand Bringing It To Life Constant Reevaluation
Mock Up

36. Building A Brand Bringing It To Life Constant Reevaluation
Mock Up

37. Building A Brand Bringing It To Life Constant Reevaluation
Mock Up

38. Building A Brand Bringing It To Life Constant Reevaluation
Opening Day

39. Building A Brand Bringing It To Life Constant Reevaluation
Opening Day

40. Building A Brand Bringing It To Life Constant Reevaluation
Opening Day

41. Building A Brand Bringing It To Life Constant Reevaluation
Opening Day

42. Building A Brand Bringing It To Life Constant Reevaluation
Opening Day

43. Building A Brand Bringing It To Life Constant Reevaluation

44. Building A Brand Bringing It To Life Constant Reevaluation
Product

45. Building A Brand Bringing It To Life Constant Reevaluation
Packaging

46. Building A Brand Bringing It To Life Constant Reevaluation
Product

47. Building A Brand Bringing It To Life Constant Reevaluation
Presentation

48. Building A Brand Bringing It To Life Constant Reevaluation
Packages

49. 1 2 3
CONSTANT REEVALUATION

50. Building A Brand Bringing It To Life Constant Reevaluation
Decor Updates

51. Building A Brand Bringing It To Life Constant Reevaluation
Decor Updates

52. Building A Brand Bringing It To Life Constant Reevaluation
Decor Updates

53. Building A Brand Bringing It To Life Constant Reevaluation
Decor Updates

54. Building A Brand Bringing It To Life Constant Reevaluation
Decor Updates

55. Building A Brand Bringing It To Life Constant Reevaluation
Decor Updates

56. Building A Brand Bringing It To Life Constant Reevaluation
Decor Updates

57. Building A Brand Bringing It To Life Constant Reevaluation
Decor Updates

58. Building A Brand Bringing It To Life Constant Reevaluation
Decor Updates

59. Building A Brand Bringing It To Life Constant Reevaluation
Decor Updates

60. Building A Brand Bringing It To Life Constant Reevaluation
Presentation

61. Building A Brand Bringing It To Life Constant Reevaluation
Presentation

62. Building A Brand Bringing It To Life Constant Reevaluation
Promotion
Outdoor 2

63. Building A Brand Bringing It To Life Constant Reevaluation
Outdoor 7
Promotion

64. Building A Brand Bringing It To Life Constant Reevaluation
Promotion
Outdoor Outdoor 9

65. Building A Brand Bringing It To Life Constant Reevaluation
Packaging

66. Building A Brand Bringing It To Life Constant Reevaluation
Packaging

67. Closing Thoughts

68. Q+A