The Problem

T&T Supermarket is the leading Asian Grocery Chain in Canada. It is established in the 1993 and bought by Loblaw Companies in 2009. T&T offers a diversity of authentic and exceptional Asian foods and products with assuring qualities. Loblaw sees the potential of this ethnic supermarket and wants to make it more adaptive to Western Culture.

The design direction is to make T&T supermarket not just a place to buy Asian foods and products, but also a place for experiencing Asian food culture. This update in branding will bring T&T more foodie costumers while keeping its original target market.

Target Market after Rebranding

Foodie

• Who enjoys trying out food from different cultures and who wants to experience Asian Culture.

Three Key Words

• Fresh

• Asian

• Welcoming