Variety stores (also called «dollar stores» for the price of all goods sold in them) are a specific niche in Russia. They are usually associated with low quality and a small selection of goods. How to get rid of this stereotype, bringing a new brand to Russian regional market? In contrast to the chain's main rivals, the brand's positioning was designed with an emphasis on clients’ emotional attachment to it, rather than on rational reasons for being loyal to the brand.
Fixed price, convenience and simplicity form a standard set of tags when it comes to this format of stores. We decided to concentrate on other features, outlining attractive and friendly atmosphere, comfort, brightness and a constantly updated selection of different goods. «Ohapka» (translated from Russian as «armful» meaning «generous amount») communicates concentrated easiness, pleasure and fun of shopping.