V1 / The first choice

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The unstable economic situation, as well as the active growth of the category of hard discounters in the country, pushed Magnit to launch a new network of food discounters. The Magnit team applied to the LINII agency to develop the positioning and development of a retail brand from scratch.

The short and unusual name "V1" for the Russian market looks modern and distinguishes the brand from competitors. The long "First Choice" option, on the one hand, explains the origin, and on the other hand, complements communication, strengthening it. The bright alphanumeric logo is easy to read and clearly visible even from a great distance. Emphasizing the general message, «Everything is simple, but thoughtful.»

Simple and fast CJM due to self-service, cost reduction, thanks to pallet layout and a small number of consultants minimize operational activities, promote rapid turnover and allow the retailer to keep prices low.

There are more affordable prices here than in stores at home, a mobile application with a loyalty program, a sufficient assortment and quality of the usual grocery basket, as well as acceptable neatness and convenience in the sales area. This is a fundamentally new format for the Russian consumer.

The archetype of the brand is "Hero".
The brand is building a new culture of sales — "Cheap does not mean bad", and consumption — "Every customer, regardless of the size of their wallet, deserves the best quality at the best prices."

The character of the brand was clearly manifested in copywriting. Hero brands think in slogans, short, simple and catchy phrases.

The brand's color palette also has a semantic meaning. Red is the color of the Hero, green communicates the freshness of the products, and white speaks about the cleanliness in the hall.

Usually, the hard discounter format provides for maximum utilitarianism, durability and stinginess in design. But our team has turned V1 into a welcoming space with the help of warm-colored walls, soft lighting, wide aisles, open storefronts and soulful copywriting on all advertising media, informational messages and signage.

As a result of the project, the team developed a multi-page guide book and a retail book that describes in detail all the rules for creating a retail brand: what materials and colors to use, what layouts and equipment to place at the point. These documents describe in detail all the introductory information necessary to open each new store.