Fresh Collective by New World:

A new brand and experience for changing customer needs

LISTEN: Customer food shopping needs were changing to more frequent and smaller shopper missions and New World needed to change with them.

TRANSLATE: Through a collaborative design thinking process we developed a new customers centred small format supermarket proposition focussed on experience rather than just operations.

DESIGN: The theatre of making was the hero at the centre of the store rather than around the outer edges, this showcased the fresh quality of the product to entice purchase.

DELIVER: In a first for Foodstuffs we created a full scale cardboard prototype of the new design in an emty store and invited staff and customers to interact and give feedback before the final store was built.