Blink developed Swedish food-challenger City Gross's new retail concept.

  • CLIENT

    City Gross

  • LOCATION

    Sweden

  • INDUSTRY

    Grocery retail

  • SCOPE

    Store concept

'Fruit and vegetable' department, written in white lightbox on green tile wall with product category 'salad', 'spices' 'eco' fridges below
Vegetable department with communication signs of types and prices

Opportunity and concept

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Currently, Swedish food retail is dominated by ICA with a market share of over 50%, and Coop with roughly 30%. In this context City Gross is an outsider: a family-owned food rebel that can successfully challenge and surpass its bigger competitors in many areas.

The new City Gross concept happily marries the cash & carry and the food hall: a mix of quality products, great value, multi-sensory experiences, no-nonsense tips & ideas, and a highly functional store layout.

Result and impact

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Food-oriented consumers are becoming more proficient in identifying real price value. To them, an attractive value equation is a result of the right quality and experience at the right price. Our strategy for City Gross is to challenge food retail by offering fresh ways to satisfy the "new value" customers.

The first stores opened in Hässleholm and Värmdö in October 2016.

City Gross brand guide book on logotype, logo placement page
Graphic elements of typography, illustrantion and image mood
Non food department designed with wooden crates and metal grey shelving with communication signs of deals in yellow and red
Manned check out with wooden striped ceiling and communication in blue speech bubbles for seamless shopping
'Seafood' 'Frozen food' department in white tiles with low fridges

The new City Gross concept happily marries the cash & carry and the food hall: a mix of quality products, great value, multi-sensory experiences, no-nonsense tips & ideas, and a highly functional store layout.

Chef crafting a dish photograhed by a photographer
Dish with chicken and vegetables
Crafted meat dish
Entrance wooden wall with logo, deals posters, 'our motto' and mobile self device
City Gross app in a smartphone screen
Two staffs smiling at the camera wearing City Gross workwear

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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+46 73 545 50 18

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