V1 / First choice

The name V1, short and unusual for the Russian market, looks modern and distinguishes the brand from its competitors. The long version of First Choice, on the one hand, explains the origin, and on the other hand, complements the communication, strengthening it. About a month passed from the approval of the name to the opening of three pilot points of the network. 

In order to study the category of hard discounters, the team visited similar stores both in Russia and in Spain, Germany, Croatia, Bulgaria and Turkey. The best practices among them formed the basis for our team’s developments.

Typically, the hard discounter format provides for maximum utilitarianism, durability and stinginess in design. But our team turned B1 into a welcoming space with the help of warm wall colors, soft lighting, wide aisles, open storefronts and soulful copywriting on all advertising media, information messages and signage.

In the checkout area, texts on the walls explain to customers why prices are so low despite the decent quality of goods. The arguments are emphasized by the descriptor “Profitable Grocery”. On the facade of the stores, in addition to the name, there is an additional sign to the entrance with the inscription “Go ahead for profit!”