Norway – Many corner shops seem frozen in time and impermeable to design trends. Enter Innom, a new type of neighbourhood shop merging grocery store, kiosk and bakery with bold and colourful branding.
Part of large low-cost grocery chain REMA 1000, Innom offers the same affordable prices under a new concept and brand. The Norwegian creative agency Try was commissioned to create the visual identity of the store, breaking with tradition but referencing the convenience store’s nature.
Innom, which translates as ‘drop by’, has a colourful and engaging visual identity hoping to win over a new generation of local shoppers. Inside the shop, illustrations guide visitors around different stations; for instance, notifying customers they need to squeeze fruit juice or weigh produce themselves.
This corner shop’s novel concept feels trend-aware and visually coherent at the same time. Such an approach to convenience commerce will resonate with younger consumers and revitalise the Next-gen Grocery Market.
Lacklustre staples can become attractive market opportunities with the right push. Are you considering next-gen consumers’ communication preferences in your strategy?