FreshCo illustrates Sobeys’ agenda for retooling its Price Chopper discount grocery chain. Designed by Rethink in Vancouver with retail consultation provided by Toronto-based Durnan Jackman Saffer, Sobeys’ newest format is positioned around value rather than price, aiming to provide Ontarians with an experience that’s the antithesis of Price Chopper. It defies discount banner conventions, featuring a bright, clean, modern look – from signage to staff uniforms – plus a focus on fresh local fare, a broad ethnic offering and more choice. Pulling no punches, its tagline, “Fresher. Cheaper,” indicates it’s still a discount grocer. “We aimed to create a discount store with no trade-off,” says Lisa Nakamura, associate CD, Rethink. “We knew we had to choose an identity that was really ownable for them.” The colour palette includes bright green (representing freshness), black (to make it pop) and white. High-contrast black and white food photography adorns walls, gift cards and bags to convey value, but also a premium feel.

FreshCo has a minimalist interior designed to control traffic flow much like Ikea does, directing shoppers through the produce, bakery, meat and ethnic aisles before they can reach other areas.

We asked retail guru John Torella, senior partner at Toronto’s J.C. Williams Group, and design maven Scott Friedmann, executive VP, innovation and design at Toronto-based Idea Couture, to tell us whether or not Sobeys’ new approach is as fresh as its name would imply.

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