Pyaterochka has launched a new format, the Store of the Future, where large grocery warehouses—dark stores—have been added to the familiar shelves. Purchases are made remotely on a screen installed at the entrance to the store, or in advance via the app. After placing an order, visitors only need to wait for it to be assembled, enjoying their time in a café.
The new format
Together with the Pyaterochka team, a neat brand mark was created for the new format. It can easily be supplemented with explanatory phrases tailored to each specific case.
The blue lightning bolt logically continues the series of existing identity elements, conveying the essence of the format and highlighting the network’s strengths.
The universal graphic design allows the placement of descriptions of the store’s advantages or helpful tips for customers inside the mark.
Five steps
To explain to visitors how to use the new store, an illustrated five-step scheme was created (after all, it’s Pyaterochka!). Now it’s immediately clear in which order it’s best to go through the zones. To make it more convincing, the pictograms are complemented by drawn hands: the actions can be counted on fingers.
The sequence is most clearly presented as a progress bar with one-word explanations.
Automation
Simple customer actions trigger the order assembly mechanisms inside Pyaterochka. The processes in the store are automated, so all operations are illustrated by robotic arms, which together form an impressive pattern.
Messages are actively used in the store interiors where they support and complement the created style.
The designed elements look perfect on wayfinding signs. As customers approach the needed zone, the information becomes more detailed. No questions remain.
