Bfresh food hall with neon signage and digital screens for the menu

The Bfresh concept by Blink combines a food hall, convenience retail and a restaurant.

  • CLIENT

    Bfresh

  • LOCATION

    United States

  • INDUSTRY

    Foodhall retail

  • SCOPE

    Store concept

Bfresh culinary department with porcelain tiles on the wall and stainless service counter
Bfresh store front facade with logo

Opportunity and concept

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Bfresh: A Revolutionary Neighborhood Fresh Market

Bfresh is a pioneering concept that redefines the neighborhood market by combining a food hall, restaurant, and local convenience store—all seamlessly integrated with e-commerce capabilities. This innovative approach is specifically designed for urban, value-seeking food enthusiasts, offering them a unique blend of fresh food, smart value, and exceptional food service.

Key Concept Features

  • Playful Value Retailing: Bfresh merges value pricing with a playful tone of voice in its branding and communication, creating a well-designed and engaging shopping experience.
  • Blurring the Lines Between Grocery Retail and Food Service: The concept features a combined food hall where everything is made from scratch in-store daily, offering a unique food-to-go experience alongside a supermarket that meets all shopping needs.
  • Foodie-Centric Branding: With a commitment to fresh, seasonal, and locally sourced produce, Bfresh’s brand attitude is encapsulated by the tagline “Freshify Your Life.”
  • Fun and Inviting Tone of Voice: The store’s navigation is highlighted with playful, illuminated graphics that guide customers through key departments in an inviting manner.
  • Adaptive Store Ambience: Bfresh’s store environment changes throughout the day—morning daylight and a breakfast vibe transition into a club-like atmosphere with house music and dimmed lights in the evening.

Result and impact

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A Groundbreaking Retail Concept in the U.S. Market

Bfresh is an innovative concept for the U.S. market, exemplifying the notion of "new value" by offering high-quality fresh products at affordable prices within a carefully designed and relevant shopping environment. The store resonates with urban, food-interested value hunters who are well-versed in food quality, origin, and pricing, making Bfresh a trendsetter in the retail industry.

Discover how

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Customer overview: Ahold USA, a major food retailer operating approximately 770 supermarkets across 13 states, sought to capture the growing market of "food-interested, urban value-hunters" who are highly informed about food and willing to shop online.

Blink's Role: Blink was tasked with developing a comprehensive solution encompassing brand strategy, naming, big idea, architecture, merchandising, visual identity, packaging design, and communication across both physical and digital channels.

Bfresh's concept is rooted in Blink’s insight that food is the new fashion, deeply intertwined with urban culture. By combining great fresh food, smart value, and local convenience, Bfresh offers a fresh market experience that creates significant value for its customers.

Project Scope

  • Retail Concept Development
  • Customer Journey Mapping
  • Store Layout, Planning, and Flow
  • Store Design and Experience Design
  • Brand Identity and Store Branding
  • Service Retail Design
  • Fixture and Display Design
  • Visual Merchandising and Display Design
  • Signage and Wayfinding Design
  • Point of Sale (POS) Displays Design

  • Communication on wooden peg board and high level category  allows easy navigation
    Communication graphic design of price and  deals on oranges and bananas
    Communication tone of voice what is on 'this week'
    Bfresh fruit and vegetable department food assortment with green crates
    Staffs wearing 'freshify your life' workwear behind service counter
    Bfresh bakery department bread assortment with neon signage and digital screens on wooden pegboard
    Food product assortments between shelves
    Store staff cooking behind culinary service counter of the food hall

    Want to know more about this project?
    Contact Richard Kylberg, founder of Blink

    Want to know more about this project?
    Contact Richard Kylberg, founder of Blink

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    [email protected]

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