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Re-inventing a much loved supermarket brand for Private Equity turnaround.

The Dublin based premium supermarket chain commissioned Esdaile Design to undertake a full re-design for the retailer, to result in a new format store.

With an overall strategy agreed, all aspects of the retail presentation were incorporated; from brand refreshment and market positioning, through envelope and environment specification, to detailed design for each item of fixture and specialist equipment required.

Esdaile Design controlled the project build and successful delivery through architectural partnership and professional appointments, and a roll-out followed the initial pilot store.


First impressions

The customer is welcomed into an open plan market style hall, with the very best in fresh produce on offer.

There’s a cafe and smoothie bar inside the entrance - utilising the produce available in-store.

Cooking up a passion!

With a fully equipped demonstration kitchen, top Dublin chefs show a passion for the ingredients on sale.
An interactive recipe kiosk prints a shopping list of ingredients for great recipes.

And a new range of ‘food for now’ and ‘food for later’ are created and made in-store. 


Fresh produce

Stunning serve-over counters give the store a unique personality.
Each category area – branded by the colour of glass mosaic blends - operates as an island in the food hall. A key objective is promoting the skills and activity of staff.

The quality materials and detailing employed in the counters help to underline the premium fresh produce on offer.

The product is the star of the show, and is presented in abundance and with great integrity. 


A remodelled scratch bakery ensures that the breads and pastries come hot and often from the ovens.

The craft of the bakers is open to view throughout the day. 

Fruit & vegetables

A bespoke system we developed for fruit and vegetables ensures that every pomegranate, peach or potato is displayed beautifully. 

Brand pride

Quality branded garments promote a professional approach from colleagues. Local imagery feeds pride and passion.

And the re-worked brand icon goes home with customers on a range of reusable and recyclable bags. 

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