The brand promise is “great fresh value”. The commitment to fresh foods is underscored by the tagline to “freshify your life” with a great seasonal and local produce offer. The design delivers on the promise by mixing value pricing and a playful tone of voice in branding and communication with a well-designed total shopping experience. Bfresh brings to life the blurring of grocery retailing and foodservice. It is a new kind of affordable, neighborhood, fresh market, combining a food hall, restaurant and local convenience – with integrated e-commerce. The prepared foods are a unique food-to-go offer where everything is made from scratch in-store every day. Tone of voice is fun, casual and inviting. Navigation is done in playful illuminated graphics on high-level signposting key departments. Environmental and communication graphics injects personality with a range of moveable and magnetic graphics as well as hand-drawn posters that are updated on a regular basis.