Inspirational ideas and solutions

Yuterra is the largest homewares retail chain in Russia with over 110 stores across 39 regions. The stores retail a wide range of items including table and kitchenware, home textiles, cleaning and storage products, gift, decorative and interior products.

The homewares sector is increasingly competitive. With hypermarkets, DIY, furniture, interior design and fashion retailers converging on different aspects of Yuterra’s offer, our brief was to strengthen the brand – communicating clear differentiation with good value – as well as significantly improving the stores and customer shopping experience.

We updated the identity, using a slightly more sophisticated colour palette and redrew the symbols (reflecting different aspects of the offer) using friendly, circular shapes. A clear graphic hierarchy guides customers around the stores, creates distinctive departmental zones and provides customers with information and guidance as well as inspiration. The use of roomset style photography helps to define each department and enhance the merchandise display.

We redesigned the store layout to achieve improved circulation and an easy to shop retail environment with clear visibility throughout the store. This involved the development of stronger departmental worlds around the perimeter and in the mid-floor areas, together with enhanced merchandise presentation for each department creating opportunities for themed displays and focal points.

The new store design has strong promotional zones throughout for seasonal displays and special offers. A kit of furniture elements provides a high level of flexibility across the different product groups.