2019/2020 Super Fresco Av. Ferrero Tamayo
2014/2015 Super Fresco, Av, Las Acacias

Super Fresco is a company located on the western part of Venezuela, in Táchira State, the Andean Mountain Range, known for its strong commercial activity.  This company has a clear vision, on its way to becoming a consolidated ¨chain of stores for commercializing food, recognized for its keen interest in the clients¨.

As a result of this entrepreneurial dynamism, its associates, contacted us in 2014 and requested we renovate the brand in order to make it more competitive, and thus cease to be a Butcher Shop and Delicatessen, and become a convenience, Deli Butcher Shop and Delicatessen.

With this lucid foresight we undertook the process of renovating its brand, as well as the evolution of the architecture and the interior design of its stores, beginning with the Super Fresco Las Acacias, in San Cristobal, Táchira State, Venezuela.

As a result of the accomplishment of this store, they contacted us again in 2019 and asked us to continue renovating their stores.

Strategy

The redesign of the brand was the initial starting point for the evolution of the entire branding process, which involved the renovation of the Brand and its organizational communications, the Architecture design, as well as the interior design, based on a new commercial offer where the butcher shop and the delicatessen, with personalized attention continue to be the destined categories, and a new offer of convenience categories such as frozen products, dairy products, bakery, spreads, drinks, groceries, barbecue corner and spirits, providing the highest profitability per square meter, making it easy for the consumer to make all the purchases for his daily requirements at the same place; it’s also the place for buying provisions for friends and family barbecue get togethers.

The Super Fresco Las Acacias store allowed to broaden the concept towards an innovative store where several commercial views are harmonically integrated in a single floor; thus is born Super Fresco Ferrero Tamayo.

Solution

The result of the concept, ¨Convenience Butcher Shop and Delicatessen¨ in Las Acacias store favored the new development of the Ferrero Tamayo Project, in a 500 sq. meter store sales floor.

Superfresco maintains its positioning and takes advantage of the opportunity of the dimensions of the sales floor for adding a commercial offer in fruit and vegetables, increasing the amount of sq meters for the categories of groceries, adds an offer in products for personal care, a bakery, drinks, dairy products, frozen products, and added as destination category the Bodegon and the Pharmacy, besides the Butcher Shop and Delicatessen.  A terrace is also envisioned as a place for the consumer to have coffee, a sandwich, hot dogs, hamburgers, pinchos (small snacks), or a barbecue.

The Av. Tamayo Ferrero project meant an evolution of the concept of Super Fresco stores.  A jump towards the future focused on the gratifying experience of the client from the moment he establishes visual contact with the store through the landscaping, façade, and exterior sign, the comfort of the space, and the internal harmony provided by the materials and colors.

All of this in order to give the Super Fresco convenience stores a special uniqueness that offers the clients an extraordinary purchasing experience.

Architecture Project 

• Strategic report, descriptive memory
• Location and situation floor
• Blueprints of sales floor
• Blueprints of furnishings floor
• Blueprints of equipment floor
• Blueprints Ceiling
• Distribution of lights, fixtures and reflected ceiling floor
• Transversal and longitudinal cut
• North, South, East and West facades
• Cuts A-A and B-B, C-C and D-D
• Detailed blueprints of construction and furnishings specifications.
• Interior and exterior elevations
• Sections and constructive details
• Metric computations

Branding and signage Project

• Definition positioning and brand slogan
• Vision, mission, values, attributes
• Definition of the brand personality
• Voice and architecture of the brand
• Logo, font and color
• Applications in stationary, cards, letters, envelopes, invoices, credentials and others.
• Brand applications brand on t-shirt- like bags, trays and other packaging, etc.
• Applications on labels, shelf talkers
• Documentation of publications, inserts, banners, media, power point
• Exterior identification, color definition, materials, finishings
• Identification of vehicles
• Sales kit Advertising Circuit
• Applications POP material, t-shirts, caps, ball points, etc.
• Applications and brand identity in uniforms
• Documentation Brand Manual
• Blueprints of location of Totem and Exterior Signs
• Signage of access paths, car, trucks and pedestrian circulation
• Parking place signage
• Signage of box numbering
• Signage of aisles numbering by products categories
• Ambience and Signage of showcases and aisles by categories
• Signage of restricted areas, security, risk, prevention, offices, storage, vaults, ramps, etc.
• Location and signage of fastening systems for ceiling elements, shelves and walls
• Color, materials and finishing’s
• Metric calculations

Súper Fresco

Av. Las Acacias
2014/2015.