Reconciling supermarket with local…

Launching a brand new store concept for Midcounties Co-operative.

Having undertaken a substantial extension at their Chipping Norton store, The Midcounties Co-operative had equally substantial ambitions to undergo an entirely new interior design concept for the brand.

The scope also included a completely new approach to brand communication and graphics in store, with the customer experience and unique ethos of The Midcounties Cooperative brand central to the new design. Certainly the dedicated events, exhibition and brand activation area was a critical element to get right, in this respect. This was an area that would need to provide a vehicle to foster community spirit, brand belief and encourage member enrolment through; inspirational and educational displays; sharing The Midcounties Co-operative news, activities and results; inviting in local suppliers for sampling & demonstrations; and running campaigns highlighting the broader benefits of The Midcounties Co-operative family such as healthcare & travel.

From the outset Resolution Interiors’ approach was to create a fresh scheme to reinforce the quality of the produce, and the progressive outlook of The Midcounties Co-operative brand. We reviewed the concept of ‘market’ and ‘local’ to understand how they could be represented within a modern supermarket setting that felt more minimal, urban, smart, crisp, clean and aspirational. Finishes, therefore, were used to complement and show case the produce rather than fight with them by exuding their own rustic charm. The colour and texture palette used is light, calming, neutral and monochromatic with the produce itself acting as the colour accent. Without the use of colour to demark key departments, such as the deli and the post office, rafts, flooring and lighting are used to create a different feel within these spaces. Large graphic areas give way to, the story of the brand, its philosophy and vision, as opposed to product sales messages, whilst customer housekeeping messaging adds a personal and conversational tone with a handwritten script.

The store opens to the general public on the 14th July. The new ‘house’ concept will be assessed over the coming months, with Resolution Interiors leading any necessary refinements for the further adoption of this scheme across the Midcounties estate portfolio.

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