Designed For Taste.
Karpos is a specialist store offering quality organic and natural Greek and Cypriot food and drink produce. With the 1st anniversary of the Karpos launch approaching FOUNDiiD was commissioned to respond to an exciting brief which needed three separate design and branding solutions:
Karpos’s visual merchandising had been unclear, without a defined sense of how their customers were to progress through the space and beautiful products. Using a combination of store traffic analysis and merchandising research, FOUNDiiD delivered a design which would lead the customer on a “making, tasting and feeling” journey through Karpos. We originated and executed a set of six signs with an elegantly simple concept. The left half of the sign offered the category and functional proposition of the products in the shelves below. The right hand side was a list of those products. Using the preposition “FOR” as the functional anchor, the six signs read: “For Goodness, For Dinner, For Flavour, For Pleasure, For Loved Ones, For Local”.
Karpos’s pricing labels were also re-designed to match the clarity of the larger signage. As part of the merchandising review we also changed shelf arrangements to optimise customer purchase behaviour.
Evaluation of Karpos’s retail design meant that the opportunity to evolve its interior style was firmly grasped. Existing white walls and a selection of landscape paintings were changed to a strong yellow and series of crisp, modern food and wine images. Yellow was chosen for three reasons: (1) to bring vivid and natural warmth to the space (2) to match the brown chipboard of the shelving system and (3) to compliment Karpos’s signature olive green exterior sign. We then dressed the store in Karpos branded aprons and plants to bring additional personality.
FOUNDiiD produced a capsule brand-review and proposal for Karpos. We developed brand statements to be used on signage and marketing material. The statement “Our History on Your Plate” was selected as initial branding, with a poster occupying strong end-of-aisle positioning for customers to see as they enter the shop.