Due to increased competition in Bahrain’s supermarketing segment, a re-appraisal of the core values and brand essence of BMMI’s Alosra was undertaken by Vision some years ago. Comparative audits of other supermarkets were combined with analysis of price points and consumer perceptions.
The result of the exercise was a complete overhaul of the operation, creating a refined brand essence of ‘premium everyday’ and linking that to a new masterbrand and identity system.
We continue to support Alosra’s expansion with a full suite of brand and environmental applications including merchandising, point of sale, signage systems, messaging and external advertising and promotion. New build supermarkets in Amwaj, Juffair, Riffa, Durrat and Saar have now been successfully launched. The chain has now launched another store in Eastern Province, Saudi Arabia.
Stemming from a developed tagline of ‘fresh & friendly’, a key differentiator for Alosra lies in our work to create a fusion of local and international messaging that has seen campaigns go viral across social media using humour and edgy creative that raises the bar in supermarket retailing.