The client

For 12 years, Baobab International Grocery has been much more than a grocery store. It's a landmark for the African, Latin American and Caribbean communities and for lovers of international flavours across Greater Moncton. A place where you find the flavours of home, and where you feel at home. An address the region knows, that its regulars champion, and that, over the years, has established itself as the multicultural reference point for the province.

The turning point

The move to a larger space wasn't just a change of address; it was the moment to turn a page. To broaden the offering with products from Europe, Latin America and the Caribbean. To welcome new audiences. And to give online visibility to everything the store had already embodied in the community for years.

It needed an image worthy of that ambition: consistent, modern, and speaking as much to longtime regulars as to newcomers to the region. An image that turns a grocery store known to insiders into a destination the whole region is clamouring for.

Our approach

Before writing a single line of strategy, we went out into the field. Repeated visits to the store, conversations with the founder, the manager and the staff, informal chats with customers. As immigrants and shoppers of the store ourselves, we didn't observe Baobab from the outside — we understood it from within.

On that foundation, we built a complete strategy: a social media audit, a competitive analysis, the development of 3 personas, a redesign of the visual identity and key messaging. Then we moved on to execution: from creating online content to decorating the store's walls.

• Complete marketing strategy
• Visual identity redesign
• Content plan & creation
• Creative direction for the new store
• • Mural & visuals with a local artist
  • Aisle layout
  • Customer service training
  • Employee workwear
• Management of the private pre-opening event