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The Amsterdam based branding and design agency VBAT has created a new concept for the Dutch supermarket chain, Jumbo. With a groundbreaking approach to food retail and service, the concept and interior and graphic design has been implemented in a new 6000m2 flagship store in Breda, the Netherlands.

The family-owned Jumbo wanted to offer their customers an unequaled food experience by elevating food preparation and enjoyment within their stores. VBAT, together with the Jumbo innovation team, created a new shopping experience that promises to inspire shoppers to enjoy a wider range of flavors, whilst continuing to enjoy the chain’s everyday low prices and convenience.

The refreshed interior features specialist food areas throughout the store where shoppers can learn how to prepare dishes. These stations offer shoppers the choice to buy the dish pre-prepared, take the ingredients home to make it themselves, or even eat in-house at the supermarket’s bistro area.

The new concept aims to reconnect people with the enjoyment of food by giving them the confidence to vary the everyday dishes they can already make. The interior design focuses on heritage and authenticity, and creates a perfect stage, not just for the credibility on food quality, but also for the many food specialists to assist and inspire shoppers.

About VBAT
We’re an award-winning branding and design agency based in Amsterdam. With nearly 30 years in the game we’re experts at creating brand identities, packaging and retail environments, but we like to think clients hire us because we’re Refreshing. We work for brands like Heineken, Grapedistrict, D.E Master Blenders 1753, PostNL, de Bijenkorf, Sol, Gamma and Mona. We are a team of around 60 creative experts based in a former bicycle factory in Amsterdam and are part of WPP, the world’s biggest marketing communication network.

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