The client: Choithram Supermarkets
Choithram Supermarkets is the public face of a large and successful network of companies, T. Choithram & Sons, which was established in 1944 in Sierra Leone, West Africa. Since then, it has developed into an international company spanning Europe, North America, Africa, and the Arabian Gulf.The first Choithram Supermarket and department store was established in the UAE in the 1970s, but the chain is now facing strong competition from new market entrants – local and international.
The challenge: Refocus on customer needs
A dramatically changing market environment and heightened competition prompted Choithram to refocus on consumers needs, seeking to create highly-innovative stores that resonate with customers as an enjoyable and inspiring shopping experience that still provides incredible quality and value.
The solution: Integrated image
AIS>Brandlab have been commissioned to evolve the Choithram Identity and communications image repositioning them as a modern vibrant brand dedicated to enriching the customer experience of their brand. And to design a new range of store formats , each ideally suited to the location and the communities they serve. The fully integrated project dovetails an updated visual image with a new style of presentation – across all consumer touch points from identity to communications and the design of store interiors.
In keeping with how the chain is commonly known to customers, ‘Choithrams’ becomes the formal brand name and will be used on store frontages and promotional material. And a new positioning statement – ‘Full of goodness’ – will deliver a definitive expression of the brand promise as well as applying equally effectively to the extensive range of fresh produce that is a mainstay of Choithrams’ reputation.
A broad range of innovations are being tested all focused on delivering best in class environments focused on customer comfort and convenience – making supermarket shopping at Choithrams a totally differentiated and memorable experience.
The response: “Delighted”
“We need to upgrade our identity and become even more consumer focused, this also impacts on our store designs and formats which must be a natural extension of our new image. AIS>Brandlab’s strategic and integrated approach is allowing us evolve our business in line with our goals for expansion for Dubai and the Middle East.”. We are delighted with their integrated approach across Identity and store design, combining strategic thinking with highly creative solutions that make sense for our market and will resonate with our target customers.
Manoj Thanwani, Director, Choithram.
