BFresh

Opportunity and concept

Bfresh: A Revolutionary Neighborhood Fresh Market

Bfresh is a pioneering concept that redefines the neighborhood market by combining a food hall, restaurant, and local convenience store—all seamlessly integrated with e-commerce capabilities. This innovative approach is specifically designed for urban, value-seeking food enthusiasts, offering them a unique blend of fresh food, smart value, and exceptional food service.

Key Concept Features

Playful Value Retailing: Bfresh merges value pricing with a playful tone of voice in its branding and communication, creating a well-designed and engaging shopping experience.

Blurring the Lines Between Grocery Retail and Food Service: The concept features a combined food hall where everything is made from scratch in-store daily, offering a unique food-to-go experience alongside a supermarket that meets all shopping needs.

Foodie-Centric Branding: With a commitment to fresh, seasonal, and locally sourced produce, Bfresh’s brand attitude is encapsulated by the tagline “Freshify Your Life.”

Fun and Inviting Tone of Voice: The store’s navigation is highlighted with playful, illuminated graphics that guide customers through key departments in an inviting manner.

Adaptive Store Ambience: Bfresh’s store environment changes throughout the day—morning daylight and a breakfast vibe transition into a club-like atmosphere with house music and dimmed lights in the evening.

Result and impact

A Groundbreaking Retail Concept in the U.S. Market

Bfresh is an innovative concept for the U.S. market, exemplifying the notion of "new value" by offering high-quality fresh products at affordable prices within a carefully designed and relevant shopping environment. The store resonates with urban, food-interested value hunters who are well-versed in food quality, origin, and pricing, making Bfresh a trendsetter in the retail industry.

Discover how

Customer overview: Ahold USA, a major food retailer operating approximately 770 supermarkets across 13 states, sought to capture the growing market of "food-interested, urban value-hunters" who are highly informed about food and willing to shop online.

Blink's Role: Blink was tasked with developing a comprehensive solution encompassing brand strategy, naming, big idea, architecture, merchandising, visual identity, packaging design, and communication across both physical and digital channels.

Bfresh's concept is rooted in Blink’s insight that food is the new fashion, deeply intertwined with urban culture. By combining great fresh food, smart value, and local convenience, Bfresh offers a fresh market experience that creates significant value for its customers.