the Challenge:
Strengthen the brand image of Crai stores by enhancing their connection to local communities and promoting authenticity and regional identity, in line with the payoff “In the Heart of Italy,” with the goal of increasing brand recognition and customer engagement across the Italian retail landscape.
the Process:
We analyzed the customer journey within Crai supermarkets, designing a complete shopping experience from outdoor to indoor spaces. The communication strategy, tailored to each department, was adapted across the three store formats — Cuor di Crai, Crai, and Crai Extra — through a concept inspired by Italian piazzas, places of exchange, connection, and social interaction.
the Solution:
Innovative retail format: differentiated identities by category, featuring customized signage for each area and “shop-in-shop” spaces.
Department communication: authentic visuals and a warm, familiar tone of voice designed to highlight local products and tell stories rooted in the territory.
Integrated experience: a store concept that connects each location to its local area, strengthening the consumer’s sense of belonging.
Every department communicates its own identity through evocative imagery and tailored signage, creating a welcoming and familiar environment that enhances products while sparking customer curiosity.
the Result:
A complete retail restyling and brand repositioning across store locations, driving stronger recognition and deeper customer engagement. A cohesive experience that blends Italian tradition, authenticity, and innovation, transforming every store into a true landmark for the local community.