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Culinaria 2011 REBRAND 100 > distinction

Brand Extension
Country Base: USA
Industry/Sector: Retail Stores, Food
Below: Before and After Images in Slide Show, Summary, Credits


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Summary:

Industry Setting
Schnucks Markets, Inc., has been serving customers a combination of quality food, variety and value since 1939. Founded in St. Louis, the family-owned grocery company has grown to include more than 100 stores in seven states: Missouri, Illinois, Indiana, Wisconsin, Iowa, Tennessee and Mississippi.

Challenge
On-the-go consumers that work and live in downtown areas have different needs from those who don’t. Schnucks wanted to answer the needs of this consumer segment by developing not just a label, but a place that affords them the conveniences they desire with ultimate “foodie” experience at affordable prices.

Strategy
Culinaria is the ultra-premium brand and new full-service food store and pharmacy designed to meet the needs of St. Louis’ growing downtown community — for urban and suburban consumers of affluent, educated households, who are passionate about unique and delicious food experiences, and for the discerning customer seeking quality on-the-go meal solutions for themselves and their families.

Result
Opening in August 2009, the Culinaria banner store is represented by a superb selection of grocery, wine, spirits, prepared foods, Schnucks pharmacy, health and beauty, household essentials and kitchen items. The hybrid urban market is the perfect setting for a fine food and culinary experience.


Credits:

Client: Culinaria - Schnucks Markets, Inc - www.culinariaschnucks.com

Brand Strategists/Designers: Daymon Worldwide Design - www.daymon.com
Designer: Craig Minella
Art Director: Craig Minella, Gig Wailgum
Photographer: Autumn Underwood
Creative Director: Lee Gobbi


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