Pão de Açúcar
A neighborhood choice
Pão de Açúcar is part of the GPA (Grupo Pão de Açúcar) – the largest retail chain in Brazil –focused on consumers with a cosmopolitan profile that value the variety and quality of its personalized products and services.
Pão de Açúcar had been using the same identity for 19 years and realized that it no longer suited the company´s new positioning. The first studies also uncovered another problem: the distinct identity in the various channels, which meant that the brand experience was different in each store. The shopping experience was another important aspect of the work undertaken by FutureBrand, which attempted to generate a set of orientations to make it more pleasant and efficient.
A new store concept was established, highlighting the urban setting with a differentiated architectural project. From the green portal to the arrangement of the sections and products, with flowers and fruit seen at first glance, consumers are involved in an atmosphere of warmth that’s healthy and stimulating. The logo gained relevance and became gentler. Designed with a single stroke, filled in with a luminous green, they mirror an organic character, referencing transparency, freshness and youthfulness. The blue was removed from the logo and green became the color of Pão de Açúcar – conveying the brand´s concern with and commitment to sustainability.
Considering the importance of the buying experience for the GPA, we also helped them with the development of a different form of service called “proximity stores”. We created the name, “Minuto” (minute) that reveals a dynamic and more convenient way of shopping along with a customized service. The brand positioned itself as a neighborhood supermarket, offering a broad choice of personalized products and services and gained a younger, contemporary face.
“The perpetuity and contemporaneity of a brand are directly related to its ability to reinvent itself. This premise has served as guidepost for the evolution of the Pão de Açúcar brand, and FutureBrand’s contribution has been highly relevant in this strategy.”
Cristina Serra, Marketing Director, Grupo Pão de Açúcar.