AB Vasilopoulos Shop & Go

The Challenge: AB Vassilopoulos, the largest super market chain in Greece, commissioned Brandessence to develop the brand identity and environmental branding, for a new type of small, convenience market stores. The new store’s name would be AB Shop & Go, and as the name indicates it would offer competitively priced products, for a family’s daily needs. AB Shop & Go’s goal is to bring to the neighborhood an advanced and professional offering.

The Solution: As a first step in the branding program, the new brand’s core values and personality were clearly defined. The AB Shop & Go Brand TriangleTM was defined as: convenience — speedy and easy shopping and value-for-money products; reliability – a new convenience store with AB Vasilopoulos’ stamp and credibility; friendly and approachable — a new neighborhood store that offers personalized and welcoming service. Based on the values of the new brand a unique house style was developed to brand both the interior and exterior of the stores, incorporating a natural wood effect texture and unique AB Shop & Go graphics. The natural textures and soft colour pallette used, creates a warm welcoming environment for the consumer, which is highly differentiated from the competition.