Żabka (pol. Little frog) is the biggest convenience store chain in Poland with over 3000 stores across the country. Although, friendly and tame, it was a low-market store known for selling mainly cigarettes and alcohol. Yet, the whole food retail category was gradually raising their assortment and communication standards (Biedronka, Lidl, Carrefour).
Żabka adopted a new positioning, which strengthened its recognition as a true convenience store: a friendly and convenient grocery store that facilitates everyday shopping.
Our work on the brand was preceded by a brand audit, in which we analyzed the brands strategy, as well as the current branding system. The analyses allowed us to formulate the assumptions for a new, functional brand identity which would manifest the new positioning.
[We] developed a comprehensive concept for a visual identification system of the store, starting from the logo, store navigation system, price tags through to guidelines for the in-store communication formats. The store maintained its familiar atmosphere (thanks to soft typography, mild color codes and a frog embedded in the logo) while it gained a cutting-edge and functional identification system that responds to the aesthetic needs of the contemporary customer.