VOLGA MART

CHALLENGE

Overcoming the typical convenience store experience.

Our challenge was to take VOLGA MART beyond convenience. The convenience store field in Egypt is a crowded market, making it challenging for new brands to stand out. To overcome this challenge, VOLGA MART needed to redefine its brand strategy to a whole new level of culture-based and people-centric brand experience.

APPROACH

PEOPLE FIRST, SECOND, AND ALL THE TIME.

The uplift was driven by a single, universal idea. WE BRING CONVENIENCE CLOSE, AND PEOPLE CLOSER. It’s expressed through every part of a new identity. A vibrant and youthful brand – a new brand symbol of gathering with a unique circle shaped around the letter V. A young and bold tone of voice is written to be instantly striking.

We’ve transformed the entire convenience store experience. Like seriously, a brand built with people and convenience in mind. FOR PEOPLE WHO LOVE TO GATHER. EVERYWHERE.

Experience Design
Customer Analysis
Market Research
Brand experience
Empathy Mapping

IT’S A RIVER, IT’S A CULTURE, IT’S VOLGA.

A deep dive into VOLGA’s roots. The longest river in Europe which situated in Russia, connecting people and countires.

The Volga is the longest river in Europe, flowing through central Russia and connecting 24 cities. Just as the Volga is the road that connects all these points together, VOLGA Mart is the point that connects all the roads of daily life.

SOLUTION

A well crafted people-centric brand strategy that communicates an authentic culture.

Our team studied the roots of the brand, its origins and target audience, discovering why it’s different and how to communicate this difference. VOLGA is not only a successful convenient store, but a genuine brand that puts people first, and so we did. By designing the customer experience in each and every touchpoint in detail, from strategy to on ground execution. The result is a brand culture that resonates gathering.

Brand Strategy
Identity System
Packaging
Motion Graphics
Brand Photography

Taking VOLGA’s identity to a whole new level of originality. Transforming VOLGA MART into an iconic, memorable and distinctive brand. WHERE FUN IS ALWAYS ON THE MENU.

Based on our strategic approach, we aimed to develope the existing brand identity to align with our developed brand culture. By creating a new brand icon that sympolizes VOLGA MART as a gathering space with a unique circle shaped around the letter V. an icon that best represents VOLGA’s logo in all brand touchpoints.

PANTONE 534 C

#253168

PANTONE 143 C

#FBAD33

PANTONE 663 C

#F1F1F1

An iconic brand needs an iconic identity system. We’ve revamped VOLGA MART’s entire verbal and visual brand identity.

That’s what VOLGA strives to be. and we helped them do just that. While brand consistency relies heavely on logo usage, color and typography, we recognize that these are not the only elements withen an iconic brand identity design system.

Ryveal reimagined VOLGA’s visual elements. Including messaging, communication, patterns, packaging, photography, digital and textures. Applying them on all touchpoints, everywhere. Weaving culture and gathering in every single touchpoint.