7Fresh

The future of food retail

With 1,000+ new stores slated to open throughout China in the next five years, 7Fresh is bringing digital innovation to brick-and-mortar retail, and peace of mind to shoppers concerned about food safety.  

Opened by JD.com, the second largest e-commerce retailer in China, this premium supermarket concept leverages the supply-chain technology and data analytics of its parent company to guarantee product sourcing and customize the shopping experience. “Hands-free” smart carts tag along with customers, while the produce section boasts digital mirrors that display origin and nutritional details. 

We created the branding from the ground up to position the Beijing flagship store, with interiors by Design Bureaux, as a warm and personable experience powered by advanced technology. From signage to packaging, we considered every touchpoint, partnering with Chinese typographers to ensure the English and Chinese lettering lives harmoniously together. The brand architecture was conceived to incorporate sub-brands, like a cafe and a prepared foods area.