Frunze: A Flexible System for a Retail Leader
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branding
LOGO
Client:
Frunze Hypermarket is one of the largest and most recognizable retail brands in Kyrgyzstan.
Task:
We faced a unique challenge: to rebrand the same client twice, with an interval of several years.
Solution:
The work on the Frunze brand is a story of evolution from simple to complex.
1. First Redesign (2017): Clearing Out the Clutter.
In the first stage, we analyzed the old logo, which had many small and redundant details. Our goal was to simplify it while maintaining recognizability. We removed everything unnecessary, leaving two key elements: the shopping cart—as a universal symbol of grocery retail—and the letter 'Ф', stylized with a Kyrgyz national ornament, which emphasized the brand's local origin.
2. Second Rebranding (2021): Creating a System.
When the client needed to differentiate store formats, it became clear that the old approach no longer worked. The shopping cart, while still an important symbol, limited the brand's perception to just the 'hypermarket' format.
We took the path of radical simplification. The key element—the stylized letter 'Ф'—was retained as the brand's DNA but was placed in the simplest and most perfect shape: a circle. This decision allowed us to create a universal and easily scalable sign.
Based on this sign, a color-coding system was developed for different formats:
- Red for flagship hypermarkets.
- Green for supermarkets.
- Yellow for quick and convenient 'express' format stores.
Result:
As a result of the second rebranding, Frunze Hypermarket received not just an updated logo, but a powerful and flexible brand architecture. The new design system allowed the company to effectively develop various store formats while maintaining the integrity and recognizability of the main brand. The concise and modern sign looks great on any medium—from signs and loyalty cards to uniforms and in-store navigation—confirming Frunze's status as a modern leader in the Kyrgyz retail market.