Local Cyprus food wholesaler, IpH, created Foodsaver as a retail frozen food business to service smaller B2B customers, but this quickly evolved to a well-respected B2C business with 7 locations across Cyprus.
In 2019 we were briefed with CADA Design to review the brand and retail experience, with a view to supporting the growth ambitions of the business.
A combination of desk research, local market visits and cultural immersion, client workshops and local consumer research identified an exciting opportunity to reposition, rename and rebrand the business from a frozen food store to Foodhaus, an inspiring brand for passionate food lovers.
This new positioning and retail strategy drove the design brief for the 2D and 3D retail experience (created by the CADA Design studio in London).
Following a very successful trading period during lockdown when the business was able to rapidly pivot into the home delivery market, the first Foodhaus re-branded stores opened in 2021.
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Richard provided invaluable support in the development of the new brand strategy, positioning and naming of Foodhaus. This included guiding our team with the creation of new customer propositions, navigating the sensitivities of rebranding the business, as well as giving us the confidence to pivot quickly into direct consumer sales when covid hit
Christos Photiades, Strategic Development & Retail Operations Director
Image credits: Ariana Vassilopoulou