German retailer Metro owns a franchise of convenience stores in Poland, Czech Republic, Slovakia, Romania and Russia. The customer-facing retail brand was fragmented and in need of rationalising and refreshing. We consolidated the existing logos with an approach consistent across all territories, and created a simple and flexible brand language that could be implemented easily in local markets. The brand speaks to customers in a down-to-earth, up-beat and positive way, using relatable, locally-sourced photographic models, a simple and bright colour palette, and 'conversational' brand devices. The tone of voice reflects the friendly and helpful approach of local store owners who often know their customers and local produce very well.
