In November 2007, 20|20 visited the Ukraine to create a new identity for a supermarket chain with the vision, passion and skills to build a network of over 1500 stores by 2012.
Working closely with the ambitious management team, we helped articulate the company vision: “Today, we are better than Yesterday“ and start the process of revolutionising the Ukrainian food market. Guaranteed fresh food and regular supply was a novelty in the Ukraine before MD Retail. For things to change, MD had to make a clear consumer promise - and stick to it.
Blending international credibility with Ukrainian pride was important. The emotive strapline “Taste life with us” was written in Ukrainian and contrasted by deliberately writing the initials ‘MD’ in Latin script. A fruit and vegetable form the ‘M’, representing freshness and the proud use of orange ensures the identity lands with a punch.
The first store with the new identity opened in February 2008, and we are proud of our small contribution to what will be one of the greatest retailers you haven’t yet heard of!
