Makro

Makro is one of the largest retail chains, present on the Uzbekistan market for more than 10 years. The retailer offers online standards of quality and benefits along with an atmosphere of sincerity and warmth.

Makro management asked LINII agency to develop positioning, identity and retail concept.

The new positioning is based on the theme of good neighborliness and presents the Makro brand as “a neighbor who has become a true friend.”

The signature palette consists of fresh green and sand colors. Thanks to this contrasting and unique combination, Makro stands out significantly among other food retailers in Uzbekistan.

The retail concept also supports the theme of good neighborliness. It is based on the image of a mahalla - a dense low-rise building, where the urban environment exists at the junction with the provincial one, and life literally “boils” on the streets.

The large and confident Makro font logo is clearly visible from the street.

Illustrative hands became the basis of the visual style. Hands are an important symbol in Uzbekistan, representing greeting, gratitude, openness, selecting foods on the counter and sharing fresh bread with a friend or neighbor.

A handcrafted illustrative style brings brand communication to life, making it friendly and human.

The full version of the case will be published later.