Belaya Ferma – a new groceries chainWithin a complex task, the KIAN team has developed a new format of a grocery store chain — a marketing strategy and a unique, memorable brand image.The new Belaya Ferma brand is a chain of groceries offering “green” products for healthy nutrition, in the comfortable “corner shop” format. The stock of fresh milk and meat products under the Company’s brand, ready-to-serve foods and processed food can satisfy the customer’s needs.The growing pace of life, aiming for healthy eating and advertency to the food ingredients are the trends promoting the segments of natural food and ready-to-serve foods purchase. Belaya Ferma has embodied the main ideas of honest nutrition facts and craft in the production of food items. The concept is supported with the same name and new colour code in the company style and interior.During the development of the architectural space, the routes of shop visitors were elaborated to allow the customer traffic management and, as a result, the influence the velocity. The shop territory is an open space; the interior concept is based on a systemic architectural solution that makes it possible to adapt and replicate the brand concept on new sites within a short time and with minimum expenses.