CASE STUDY ONE Chedraui

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1 CASE STUDY ONE Chedraui

2 CASE STUDY Chedraui Rebrand & Prototype Design As one of the largest hypermarket chains in Mexico, Chedraui sought to create a new concept to enhance their market positioning while maintaining their more for less value proposition. The goal of improved sales was pursued through a brand-centered design process.

3 CASE STUDY (Existing Conditions)

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10 Chedraui s flagship store in Mexico City shall revolutionize big-box architecture by creating an urban landmark for the company, the city and the country. Undoubtedly, Chedraui will be an unforgettable experience for customers and visitors alike, prompting a larger audience to recognize Chedraui as a leading retailer. CASE STUDY 1. VISION (Brand Narrative)

11 Chedraui s flagship store in Mexico City shall revolutionize big-box architecture by creating an urban landmark for the company, the city and the country. Undoubtedly, Chedraui will be an unforgettable experience for customers and visitors alike, prompting a larger audience to recognize Chedraui as a leading retailer. CASE STUDY 1. VISION (Brand Narrative)

12 The design will consider three key issues, which are fundamental to any successful standalone store: 1. The brand attributes must guide every major design decision. Colors, forms and materials shall form part of a carefully choreographed memorable sensory experience. 2. The exterior must respond to Chedraui s commitment to innovation and value retailing through use of modern architectural elements. 3. The interior must enhance the customer experience and facilitate add-on sales. CASE STUDY 1. VISION (Brand Narrative)

13 The design will consider three key issues, which are fundamental to any successful standalone store: 1. The brand attributes must guide every major design decision. Colors, forms and materials shall form part of a carefully choreographed memorable sensory experience. 2. The exterior must respond to Chedraui s commitment to innovation and value retailing through use of modern architectural elements. 3. The interior must enhance the customer experience and facilitate add-on sales. CASE STUDY 1. VISION (Brand Narrative)

14 CASE STUDY 1. VISION (Brand Touchpoints)

15 A. Create a relaxing environment with low price/high volume display B. Interior Design 1) Should be a young store concept 2) Clean signage & store Inform just the basics 3) Main strength: LOW PRICE 4) Avoid clutter of words and/or messages 5) Emphasize price and volume 6) Create departments as own universe within the store while maintaining harmony 7) Materials should be sourced in Mexico market 8) Interior design must improve store operations C. Exterior Design 1) Differentiate concept from other supermarket competitors 2) Facade should be as innovative as possible. Create a Revolutionary Landmark design CASE STUDY 1. VISION (Brand Touchpoints)

16 6% FREE BIRDS Mean HHI $56K, Mean Age 66 Affluent, married retirees. Value creativity, enjoy traveling as they see fit, selecting activities and interests that best meet their personal desires. % SETTLED ELDERS Mean HHI $37K, Mean Age 67 Older, retired singles with lower incomes. Lead sedentary, solitary, home-centric lifestyles. 7% RUGGED TRADITIONALISTS Mean HHI $59K, Mean Age 51 Blue collar older men with low college education and lower incomes. Spend time on home improvements and working on their cars. Home style revolves around more traditional gender roles; TV with wife = premier home activity 10% STRUGGLING SINGLES Mean HHI $36K, Mean Age 39 Low income singles in single parent households. Low education and high ethnic concentration. Free time is spent with kids at home. 12% HOME SOLDIERS Mean HHI $67K, Mean Age 44 Middle aged, middle income parents with lower education. Active around the home and the community. SETTLED ELDERS RUGGED TRADITIONALISTS STRUGGLING SINGLES HOME SOLDIERS FREE BIRDS DYNAMIC DUOS & SUCCESSFUL SINGLES PRIORITY PARENTS N SSANCE WOMAN TRIBE WIRED FUN-ATICS 11% DYNAMIC DUOS & SUCCESSFUL SINGLES Mean HHI $91K, Mean Age 45 Affluent, married and driven individuals. Professionals who work and play hard. Heavy users of the internet and frequent readers of print. 8% RENAISSANCE WOMAN Mean HHI $81K, Mean Age 47 Married, educated, affluent moms with creative and intimate values. Active women who do it all. Frequent users of the internet and newspapers. Moderate readers of magazines. 7% TRIBE WIRED Mean HHI $69K, Mean Age 31 Young active singles, highly creative. Strong public activists. 10% FUN-ATICS Mean HHI $69K, Mean Age 29 Young, employed singles. Strong fun-seeking and striver values. They live for the moment. 13% PRIORITY PARENTS Mean HHI $69K, Mean Age 41 Parents with large families, with children of all age. Traditional family values of devotion and intimacy. PRODUCTS & SERVICES Injury Care Wellness Preventitive Sevices BEHAVIOR Sales Recruit ng Internal Communicat ons Train ng Partnerships AN tio Values son sen ENVIRONMENT Centers On Site Virtual/Web COMMUNICATIONS Advertising Public Relations Publications Who We Are and Who We Aspire to Be We are an organizat on dedicated to mproving the health of America one patient at a t me From our heritage n t eating work related injuries and cond tions we are well aware that improving health must beg n with reliability and clinical excellence But true hea th encompasses far more than merely treat ng injuries or maladies A truly healthy America equires individuals who e ther understand what it takes to stay healthy or are w ll ng to learn who are wi l ng to work to do so who welcome adv ce and counsel along he way and who know when to seek treatment when t s necessary We know that we can t affect this behavior unless we connect with each of our patients pe sonally That means we must build trust at both an emot onal and clin cal level We must treat each pat ent with respect and empathy and we must always be fr endly while never los ng s ght of our obl gation to prov de e fective treatment By build ng eff c ency into our systems and processes that we w ll ensure our employees have the t me and support to connect persona ly with our patients and with each other While we aspi e to make our serv ces access ble to all Americans we also understand that our ded cation to our patients and our co leagues s the best way to deliver value to the employers who have been and will continue to be a key part of our heritage The common bond between employers ndividua s and Concentra employees s the des re to help people get more out of life and in so doing to give more to their families he r work and their communit es F nally we understand that experiences with Concentra don t end when patients wa k out the door In add tion to cl nical exce lence and human warmth we must provide services that everyone can afford and we must commun cate those services with clarity and simplicity We are dedicated to making the Concent a exper ence the standard of friendly efficient health care n every detail from wayf nding to consistently providing the best possible outcomes Urgent Care Occupational Medicine Wellness CASE STUDY 2. DISCOVER (Demographic Research Analysis)

17 CASE STUDY 2. DISCOVER (Mood Boards)

18 CASE STUDY 2. DISCOVER (Identity & graphic tone of voice)

19 EXPERIENCIA IMAGEN ORIENTACION PROMOCION CUSTOMER JOURNEY BRAND WAYFINDING PROMO/SEASONAL 1. Arribo Arrival 2. Descompresion Decompression 3. Descubrir Discovery/Browse 4. Comprar Purchase 5. Asegurar Reassure CASE STUDY 2. DISCOVER (Identity & graphic tone of voice)

20 EXPERIENCIA CUSTOMER JOURNEY 1. Arribo Arrival Descompresion Decompression Descubrir Discovery/Browse 3 4. Comprar Purchase Asegurar Reassure CASE STUDY 2. DISCOVER (Customer Journey)

21 CASE STUDY 2. DISCOVER (Customer Journey)

22 CASE STUDY 3. CREATE (Conceptual Renderings)

23 CASE STUDY 3. CREATE (Conceptual Renderings)

24 CASE STUDY 3. CREATE (Conceptual Renderings)

25 3230 cm 400 cm 250 cm 300 cm 533 cm 0 cm CASE STUDY 3. CREATE (Conceptual Renderings)

26 CASE STUDY 3. CREATE (Graphic Layover)

27 CASE STUDY 3. CREATE (Graphic Layover)

28 CASE STUDY 3. CREATE (Signage Details)

29 CASE STUDY 3. CREATE (Signage Details)

30 420 cm 360 cm 700 cm 640 cm 01 /iýìõà> V ÀÌ>`> i Û Þ >ÕÌ >` iã Û Þ >«V>`> > V i À>à i i `i«>àì> i Ì `i ÀÕÌ>Ã Þ 6iÀ`ÕÀÕÀ>à Textura en cielo raso GH-10: Surface Texture for Produce Ceiling Treatment ÕÌ Û Þ }À>«Và >««i` Ì Vi } v ÝÌÕÀià >L Ûi «À `ÕVi `i«>àì i Ì Scale: 1: cm 320 cm 4 cm 235 cm iìà>ã ` i à > iã `i { V `i iã«õ > 1 >µõ >`>à i Þ ÌiÀ >`>à V «ÌÕÀ> L > V> LÀ > Ìi Ì>`>à > > «>Ài` V >` iã Û «ià > i Ìi Î ` i à > À ÕÌi` v > i ÌiÀ v À à { V `i«ì v>vi > ` ÀiÌÕÀ à «> Ìi` } ÃÃ Ü Ìi «ià > i Ìi Þ >` iài` Ì Ü> ÃÕÀv>Vi 26 cm 300 cm cm gracias por su compra iìà>ã ` i à > iã `i { V `i iã«õ > 1 >µõ >`>à i Þ ÌiÀ >`>à V «ÌÕÀ> L > V> LÀ > Ìi Ì>`>à > > «>Ài` V >` iã Û «ià > i Ìi Î ` i à > À ÕÌi` v > iììià v À à { V `i«ì v>vi > ` ÀiÌÕÀ à «> Ìi` } ÃÃ Ü Ìi «ià > i Ìi Þ >` iài` Ì Ü> ÃÕÀv>Vi 45 cm 40 cm 300 cm 2 cm 200 cm 19 cm > VÀ V ÌÕLi Ü À> ÕV Ì À> }i Û Þ >««i` > V - x Ü Ã «ià> i É v ÃÜ V Õ > i Ü i > }ià >Ãà à > Vi à ii` ` /À> à ÕVi À> }i Û Þ Ì >ÌV * - x >««i` Ì Þ >VÀÞ V >Vi Ü Õ Li à ÀiÛi iãi` ÕÌ Ü Ìi Õ Li Ã Ì Li ià > Þ Õ > i` Ì ÀÕ }ià Èx ` 01 GH-04: Gráfica de Bienvenida Frente (Entrada Secundaria) Scale: 1:25 Welcome Graphics Front (Secondary Entry) CASE STUDY 3. CREATE }> Ì }À>v > ` } Ì> «ÀiÃ> i «>«i >` iã Û } Ì> Þ «À Ìi` Ü> «>«iàé ÕÀ> }À>«V 02 GH-04: Gráfica de Bienvenida Espalda (Entrada Secundaria) Scale: 1:25 We come Graph cs Back (Secondary Entry) }> Ì }À>v > ` } Ì> «ÀiÃ> i «>«i >` iã Û } Ì> Þ «À Ìi` Ü> «>«iàé ÕÀ> }À>«V Ó Ã `i` i > à } V>à } Ü Ì ÃÌ> iãã à ii v Ã

31 420 cm 360 cm 700 cm 640 cm 01 /iýìõà> V ÀÌ>`> i Û Þ >ÕÌ >` iã Û Þ >«V>`> > V i À>à i i `i«>àì> i Ì `i ÀÕÌ>Ã Þ 6iÀ`ÕÀÕÀ>à Textura en cielo raso GH-10: Surface Texture for Produce Ceiling Treatment ÕÌ Û Þ }À>«Và >««i` Ì Vi } v ÝÌÕÀià >L Ûi «À `ÕVi `i«>àì i Ì Scale: 1: cm 320 cm 4 cm 235 cm iìà>ã ` i à > iã `i { V `i iã«õ > 1 >µõ >`>à i Þ ÌiÀ >`>à V «ÌÕÀ> L > V> LÀ > Ìi Ì>`>à > > «>Ài` V >` iã Û «ià > i Ìi Î ` i à > À ÕÌi` v > i ÌiÀ v À à { V `i«ì v>vi > ` ÀiÌÕÀ à «> Ìi` } ÃÃ Ü Ìi «ià > i Ìi Þ >` iài` Ì Ü> ÃÕÀv>Vi 26 cm 300 cm cm gracias por su compra iìà>ã ` i à > iã `i { V `i iã«õ > 1 >µõ >`>à i Þ ÌiÀ >`>à V «ÌÕÀ> L > V> LÀ > Ìi Ì>`>à > > «>Ài` V >` iã Û «ià > i Ìi Î ` i à > À ÕÌi` v > iììià v À à { V `i«ì v>vi > ` ÀiÌÕÀ à «> Ìi` } ÃÃ Ü Ìi «ià > i Ìi Þ >` iài` Ì Ü> ÃÕÀv>Vi 45 cm 40 cm 300 cm 2 cm 200 cm 19 cm > VÀ V ÌÕLi Ü À> ÕV Ì À> }i Û Þ >««i` > V - x Ü Ã «ià> i É v ÃÜ V Õ > i Ü i > }ià >Ãà à > Vi à ii` ` /À> à ÕVi À> }i Û Þ Ì >ÌV * - x >««i` Ì Þ >VÀÞ V >Vi Ü Õ Li à ÀiÛi iãi` ÕÌ Ü Ìi Õ Li Ã Ì Li ià > Þ Õ > i` Ì ÀÕ }ià Èx ` 01 GH-04: Gráfica de Bienvenida Frente (Entrada Secundaria) Scale: 1:25 Welcome Graphics Front (Secondary Entry) }> Ì }À>v > ` } Ì> «ÀiÃ> i «>«i >` iã Û } Ì> Þ «À Ìi` Ü> «>«iàé ÕÀ> }À>«V 02 GH-04: Gráfica de Bienvenida Espalda (Entrada Secundaria) Scale: 1:25 We come Graph cs Back (Secondary Entry) }> Ì }À>v > ` } Ì> «ÀiÃ> i «>«i >` iã Û } Ì> Þ «À Ìi` Ü> «>«iàé ÕÀ> }À>«V CASE STUDY 3. CREATE (Environmental Graphics) Ó Ã `i` i > à } V>à } Ü Ì ÃÌ> iãã à ii v Ã

32 CT-1 CT-1 CT-1 GR-2 CT-1 CT-1 GR-2 T-2 GR-1 GR-1 GR-2 T-2 T-1 GR-1 T-1 CASE STUDY 4. EXECUTE (Construction Documents)

33 CASE STUDY 4. EXECUTE (Construction Documents)

34 Código de Color / À iþ 20 Comunicación de Marca / Brand Messages Letreros de Orientación / Wayfinding Signage Comunicación Promocional / Promotional Messages Menús / Menus carnes pasteles y panes "À i Ì>V äó TIPO Ìi V > i Ìi ÕÃÌ ià -iàû Vi iã NOMBRE ä iµõi>` À `i *ÀiV ÀiVÌ À ` V>` *À Vi iv > ` ÀiVÌ ÀÞ Ì Ã Ü 10 abarrotes CODIGO deportes 10 congelados 13 frutas y verduras abarrotes hogar cuesta menos *>Ài` `i *>µõiìià > >} À «"vv 7> À> ` À?v V> /i «À> É i Ûi `> *À V > 7i V ié-i>ã > *À Ì > «>À>V `i *ÀiV à *À V > *À Vi «>À à 7> *À Ì > äè *ÕL *>à *À V «> "À i Ì>V >Û }>Ì äç *ÕL *>à -ivõ `>À än *ÕL *>à /iàv >À /iàì >ÀÞ Ã i - } ä iìàià i i> `i ` > ` V>` à i 6 >Ì ÀÃ Ì Ã Ü 10 ä 13 mascotas muebles cosmét cos *À L>` Àià "À i Ì>V Ó > ` `i *> iì>ã ` V>` *À V > *> iììi - ÀÕ` Ì Ã Ü *À Ì > Î `i Ì v V>V `i i«>àì> i Ì Ã "À i Ì>V É >ÀV> { «iìiã ` V>` "À i Ì>V i>`ià - } Ã Ì Ã Ü >Û }>Ì `i Ì v V>V `i > >à "À i Ì>V Ç * â>àà>ã `i *ÀiV à *À V > *À Vi >À`à *À Ì > n iìàià `i *ÀiV à VÕÀÌ ` Ã Þ -i >à i Ö i i >viìià > 1 13 eletrónica niñas *À V > *À Ì > >ÀV> À> ` ÓÓ *ÀiV à `i *> iì>ã ` V>` *À V > ÓÎ iìàià `i `> ÕÌ «ÀÌ> Ìi ` V>` >Ûi}>V ` V>` 7>Þv ` } - } Ì Ã Ü Óx À>v V à `i à jì V ÃÉ >ÃV Ì>à à iì VÃÉ*iÌà À>«V Û `ià carnes >Û }>Ì i Õ >viìià > } - } iìàià à `i salchichones "À i Ì>V } `i > >viìià > Ó{ damas abarrotes Î Ó BACK Î Î FRONT & BACK i Õ ÀiiÃÌ> ` } >à - } Ì Ã Ü 11 cuesta menos Î BACK >Û }>Ì iv ÕÌ Î *À Ì > *À V > *À Ì > productos de mar "À i Ì>V >Û }>Ì >ÀV> À> ` Î Ó farmacia È *> iììi *À V } - } Ì Ã Ü 13 *À Ì > Ó 13 salchichones *À V > entetenim ento Î Ó FRONT >Û }>Ì É À> ` `V>«i>`iÀ >viìià > i Õ Î FRONT >Û }>Ì >LiâiÀ> `i ` > Óä g frutas y verduras >Û }>Ì ` ÝÌÕÀi i>`iàã 18 >Û }>Ì "À i Ì>V À> ` />L i Ì «*À Vi `ià 13 linea blanca caballeros niños >Û }>Ì >ÀV> x zapatos linea blanca Î x "À i Ì>V i«>àì i Ì /iýìõàiã i«>àì i Ì - } vino mascotas Î { "À i Ì>V /iýìõà>ã «À i«>àì i Ì > } }, à 06 Î Î >ÀV> äx 10 >Û }>Ì ä{ -iv `>ÀÞ Ã i - } electrónica >Û }>Ì "À i Ì>V äî > à i - } muebles Î Ó Señalización Interior/ ÌiÀ À - } >}i productos de mar p Î Señalización Exterior / ÝÌiÀ À - } >}i bebés vino 18 ` V>` É Ì Ã Ü CODIGO NOMBRE TIPO - ä } *À V «> >ÀV> > } - äó äî 03 >ÀV> -iv `>ÀÞ } À> ` } Ì *Þ } ä{ - äx >Ûi}>V `i *>ÀµÕi>`iÀ >ÀV> À> ` Î Î "À i Ì>V 7>Þv ` } *>À } >Û }>Ì ÀÀ> `i >ÀÀ Ì Ã "À i Ì>V >ÀÌ ÀÀ> pasteles y panes À> ` } -ivõ `>À >Û }>Ì abarrotes Î { CASE STUDY 4. EXECUTE (Construction Documents)

35 CASE STUDY 4. EXECUTE (Construction Documents)

36 175 cm 13 cm 110 cm 175 cm 110 cm 41 cm café & té café azúcar crema en polvo harinas 23 café azúcar crema en polvo harinas 23 café azúcar crema en polvo harinas café azúcar crema en polvo harinas 13 cm 3 cm 01 Publi-Pasillo Secundario (típico) GH-: Secondary Aisle Sign (typical) Scale: 1:20 eletrónica Getty Images Ref carnes Getty Images Ref niños Getty Images Ref linea blanca Getty Images Ref pasteles y panes Getty Images Ref salchichones Getty Images Ref Textura Gráfica Interior (típica) GH-: Inside Graphic (typical) Scale: 1:20 congelados Getty Images Ref mascotas Getty Images Ref hogar Getty Images Ref deportes Getty Images Ref abarrotes Getty Images Ref farmacia Getty Images Ref cámaras cd/dvd uegos te evi ións 23 cámaras cd/dvd juegos telev s óns niñas Getty Images Ref cuesta menos Getty Images Ref caballeros Getty Images Ref bebés Getty Images Ref frutas y verduras Getty Images Ref FAN Veer productos de mar Getty Images Ref FD cámaras cd/dvd juegos televisións 23 cámaras cd/dvd juegos televis óns ámaras cd/dvd juegos 04 GH-: Corner Detail Scale: NTS 275 cm Vista Isométrica Guía para Colgar abarrotes Getty Images Ref zapatos Getty Images Ref damas Getty Images Ref muebles Getty Images Ref CASE STUDY 4. EXECUTE (Construction Documents)

37 CASE STUDY 4. EXECUTE (Final Photography)

38 CASE STUDY 4. EXECUTE (Final Photography)

39 CASE STUDY 4. EXECUTE (Final Photography)

40 Our new Concept store in Guadalajara has given the Chedraui brand a new identity and our customers are reacting very favorably to it. We have improved the visibility of the Brand form the street, with our signature orange façade and have carried the simple and modern theme to the interior of the store where our customers can now shop in an environment that focuses on the product with less visual graphics and improved lighting. A better way to shop has translated in improved sales which continue to increase month to month in spite of this tough economy. The sales have continued to increase since opening. On our last visit in March the store was selling $million pesos a month and climbing towards the regular mark of $18million. The New design is beating our financial expectations, which were set very high. CASE STUDY 5. EVALUATE (Completed Prototype Audit)

41 CASE STUDY 5. EVALUATE (Completed Prototype Audit)

42 CASE STUDY 5. EVALUATE (Completed Prototype Audit)

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