Grocery store operator Calgary Co-op recently retained Toronto-based design firm Shikatani Lacroix to develop signage for its ‘store of the future’ concept location in Calgary’s Auburn Bay neighbourhood.
As the region’s first supermarket brand, Calgary Co-op—which now boasts 24 food shops, 28 gas bars, 24 liquor stores, eight travel offices and two home health-care businesses—has been challenged in recent years with increased competition from Loblaws, Real Canadian Superstore, Save-On Foods, Sobeys and Safeway. Ken Keelor, Calgary Co-op’s CEO, embarked on an effort to reposition the brand to better differentiate it as the only locally based player in the market.
Based on the repositioning program led by management consultancy Level5 Strategy Group, Shikatani Lacroix conducted site visits and designed a variety of floor plans, department layouts, interior and exterior signs, merchandising areas and overall decor. The designs emphasized a fun, emotional and immersive customer experience.
Once the company had earned Keelor’s approval of its design direction, the concept was applied to the Auburn Bay store, including fixtures, finishes and sign installations.
“The idea was to make our store more contemporary, fun, interesting, light, bright and distinctive,” says Keelor. “We are very pleased with the outstanding design work from Shikatani Lacroix. Our members love the cheerful new store.”