Branded, fully integrated environmental and graphic communications.
Introduce Denver’s first highly-branded grocery store environment specifically designed for under-served U.S. first generation Mexican immigrants (the Latino community comprised 30% of Denver’s population).
Utilize Mexico-reminiscent colors, typography and design elements, within a congregation-friendly floor plan, to build an inviting, center-of-community feeling where shoppers feel at home. Project services and components were executed based on extensive input from the target audience, and included:
1) Research: Target audience focus groups were conducted to glean vital food, shopping, and
2) Naming: Avanza was selected for its audience-relevant aspirational attribute and strong
3) Visual brand: Development consisted of logo, color, font, imagery and texture selections.
UNO applied filtros, finding that the Mexican demographic overwhelmingly desired a colorful space.
This community effort helpedguide design decisions and engage the target audience before the
store even opened.
• Comparable Latino and American category food items are displayed
together (Latino foods are typically displayed in a separate section).
Mexican delicacies blend with typical American favorites, providing vast
shopper options (Avanza features 2,400 Latino items; most traditional
American stores offer under 200).
• Brightly-colored walls, columns, counter areas and furniture create a joyous,
• Navigational signage is bi-lingual and brilliantly colorful.
• Products are priced to be competition-unbeatable.
5) Floor plan: The store flow was created for ease of navigation with a great deal of open space to
promote patron socialization (Mexican bakery, deli, and tortilleria sections all entice/engage patrons).
The Avanza Supermarket concept was wildly successful with the target audience, prompting expansion
from the initial Denver market to additional Colorado cities and Omaha, nebraska.