Prima is a Belgian group of independent grocery stores. To refine their marketing strategy they came shopping at King of Hearts.
With our Brand Manifesto workshop we helped Prima to set the strategic basis of the brand: brand positioning and story. Based on the brand DNA of Prima, which came to the surface during the workshop, we made a segmentation strategy for the stores: we created a "champions league" with the most inspiring grocery stores under the name Prima Fresh. The classic Prima-grocer continues to operate in a revamped form under the brand Prima. Following the segmentation strategy, we developed the new branding of Prima Fresh and Prima, including the look of the stores.