Qatar’s favorite neighborhood retailer was looking to evolve and expand its simple, rustic cooperative groceries into elegant, modern supermarkets and malls. In creating a full brand guideline, including logo, uniforms, trucks, stationery, advertisements, private labels, and tenent guides, KRS carved out a niche for Al Meera which allows them to compete with established European box stores that were dominating the market. The entire program is based on Middle Eastern and Qatari culture, from shopping habits to cultural preferences and taboos and incorporating prayer rooms into every space.
Where in the U.S., many shoppers would be appalled to see a whole animal carcass on display in the meat department; Qatari shoppers require this full disclosure approach to showcasing the butcher’s merchandise and effective proof of freshness. KRS’ elegant design made liberal use of glass in a beautiful, pristine space to accentuate the quality of the meat and the retailer.