Metro Inc. Is one of the largest retailer in Canada. Its main operations are centered around grocery and drug stores. It operates four banners, of which Metro is their flagship one. With the ever evolving retail landscape, new opportunities arise. One of which is new smaller store formats to address a more urban population. Pigeon was therefore tasked to help the retailer create and launch a new urban store concept that would offer a selection of ready-to-eat products, sushi, flowers, and various deli items. The team had to develop a memorable, simple and exportable name and create a new brand identity and store interior and signage to communicate to consumers the new ready-to-eat offering for an on-the-go, urban lifestyle.

After studying the consumers behaviours and wants, looking at the existing offer from competitors, and reflecting back on the Metro positioning, we identified a new territory where the banner can play a meaningful role. Metro is a loved brand, especially in Quebec where it is from. Metro has always been keen to promote its different expertise through a personalized approach. My grocer, My butcher, Metro & Me … are part of its story and communications. It is also a family play where franchisees are displayed proudly on store facings. We therefore developed an experience that plays into the Metro brand story, look and feel. But to reinforce its on-the-go and local aspect, we also leveraged the corner store or small shops attributes. My Little Counter was born. The brand identity uses handwritten typography on a black slate background, endorsed by the red Metro logo. The combination reinforces the quality of the offer while communicating simplicity, modernity and accessibility. The use of natural material and lots of white for the store interior design reinforces the accessible and easy-going feeling while allowing the variety of products to be the real star of the show. The resulting retail brand look and feel generates excitement for consumers and inspiration for them to explore the new stores offer.