Canadian Retail Experience
Sobeys · FreshCo · Safeway — a unified body of grocery retail work across Western Canada. Store planning, decor program, signage and on-site fit-out delivered to national banner standards.
One body of work. Three national grocery banners.
From planogram strategy to millimetre-level fixture coordination, this case study brings together the Sobeys, FreshCo and Safeway banners under one operating model — concept brief through opening day, on time and on budget.
- 6
- Banners Led
- 100+
- Stores Coordinated
- $1M–$10M
- Project Budgets
- 4–5
- Planners Mentored
The best moments start with a great meal.
A flagship Sobeys banner build — exterior signage installation through final walkthrough. Department zoning, decor program and millwork orchestrated to the national Sobeys standard.
Variety. Value. Vah!
Inside the Chalo! FreshCo banner — a multicultural grocery experience where bold decor, market-style merchandising and operational rigor meet on the sales floor.
Arrival & Threshold
First impressions — daylight-led entry framed by the lime banner system.
Produce Hall & Bulk Bazaar
Multicultural curation made spatial — market-style merchandising at the heart of the store.
Departments & Aisles
Pharmacy, frozen and dairy — each anchored by a consistent banner graphic system.
Concept Sketches
Early studies behind the built result — proportion, materiality and signage rhythm.
Documentation that scales nationally.
A look at the conceptual layer behind a national rollout — moodboards, schematic plans, elevations and reflected ceiling studies. Shown here as generic diagrams to respect client confidentiality, while illustrating the process and leadership role behind a brand-standard build, store after store.
Lead moodboard, material studies and zoning intent — translating brand strategy into spatial language.
Author the decor package and drawing set — finishes legend, elevations, RCP, signage and fixture plans.
Coordinate consultants and operations, issue the standard, and steward consistency store after store.