Take and GO!
Take and GO! Store of the future. An interactive brand experience.
brand strategy, communication strategy, brand positioning, brand design, visual communication system, web design, packaging design, creative art direction, production supervision, consulting, interior design, furniture design, lighting design
Take and GO!
At the beginning of 2019, we were approached by Surge Cloud, a Poznan-based company with the ambition to revolutionize in-store retail with the technology it had developed.
To execute this plan, it seemed necessary to create a brand that reflects modern, mobile and dynamic mindset about what a convenience store chain can deliver.
We've undertaken the design of the standard store interior, visual identity and brand communication.
Take and GO! The easiest possible way to a quick shopping - walk in, take the products off the shelf and leave! The store offers users original drinks and snacks, beauty and healthcare products and an own range of on-the-go food such as coffee, sandwiches and ready meals.
A brand's visual identity tells the story of how and what can you buy in the stores of the future. The logo itself is flexible around your needs.
Shopping from scratch
The design of the Take and GO! brand store is the result of work by the Bidermann+Wide team and researchers, testers and technologists from Surge Cloud.
The concept in its first stage was to create an autonomous, mobile space, so it can be installed in different parts of the city. Designers have also worked with an alternative scenario, offering a possibility of applying the developed interior standards to a physical, brick-and-mortar store, in a designated location.
The store is equipped with a set of screens, with a ceiling-mounted screen at the forefront, so that the content displayed can be personalized and dedicated to a specific special offer, a particular time of day or even a selected customer.
Our design of the interior of the Take and GO! store is a functional layout of the products and communication throughout the store that creates a tempting and impressive display. The black and white colour scheme projects a modern and urban feel. This interactive background aligned well with the brand's offering.
Although no standard cash registers were needed in the store, we've added a point of sale where customers can check whether their transaction went through.
The direction of movement through the store, clearly marked space for shopping, payment, coffee and a lounge, create a unique experience - not to be found elsewhere.
No cash point, no staff, no opening hours campaign
A dedicated landing page aimed at encouraging users to test all available functionalities of the store, was an important part of the project. We've also prepared two animated teasers designed for cinema screenings, to build a momentum at the launch of the campaign.
The most important aspect of the Take and GO! brand communication was user-led information in the store itself. Content on internal media presented product or promotional offers, reinforced habits of shopping in a new way, and built trust in the newly established brand.
We've set ourselves a goal to encourage an effortless interaction between the store and the customer. Thanks to the use of appropriate content distribution technology, we were able to respond to what was happening outside of the store. We would recommend selected products on screens located in strategic areas, depending on current weather conditions. Customers could also be notified in real time about discounts of their favorite items' availability.
For users 24/7/365
Take and GO! is retail in a fresh and contemporary way. It's also conscious selling, supported by tools and technological capabilities that today's consumer is well aware of.
Today it is we, the customers, who decide when and how we want to shop. Take and GO! understands this perfectly and responds to these needs. You can open the store when you need it, but it is available 24 hours a day, 7 days a week, 365 days a year.
