10-11 Convenience Stores

Brand Positioning, Brand Identity refresh, Retail Strategy and Retail Design


10-11 dominates the convenience market in Iceland. Located in metropolitan and local community shopping areas across the country, its shops are open 24-7 and are central to people’s everyday shopping needs. We completely redeveloped their branding and retail offer in 2003. Then we reviewed the retail offer again in 2012, as a result of the sale of the chain by Arion Bank to Icelandic entrepreneur Árni Pétur Jónsson in 2011.

Key Facts

Operate Iceland's biggest chain of convenience stores
Sustained increase in sales
Staff retention rates hugely improved

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