Centro Cuesta Nacional (CCN), a Dominican business group founded in 1935, has established itself as a leader in the country’s retail sector. Starting as a small food store, the group expanded its operations across various segments, including industrial, distribution, and real estate, while maintaining retail as its core business.
Market expansion
In the competitive Dominican retail market, CCN identified the need to create a new business format that would enable greater reach and growth across the country. The solution was to develop Merca Jumbo, a compact version of the traditional Jumbo hypermarket, designed to serve high-density communities.
Replicable efficiency
Merca Jumbo’s development stemmed from the need to create its own value proposition while leveraging Jumbo’s endorsement. The format was conceived to be operationally efficient, with replicable architectural design and self-service system, ensuring consistency in shopping experience and product quality.
CBA conducted a comprehensive brand development process, starting with deep immersion in local and global retail landscape. This study laid the foundation for creating the visual identity and its deployment across different consumer touchpoints, including communication, point of sale, and packaging.
Local presence
The Merca Jumbo brand was developed to establish its own credentials in the market, using the Jumbo brand as a guarantor of quality and trust. The visual identity incorporates elements of local culture, with the logo inspired by the Dominican sun and the idea of community connections. The choice of natural colors, modern typography, and geometric graphic elements translates the values of simplicity, practicality, and proximity.
The implementation began with the first store in Santo Domingo, offering appropriate assortment, competitive prices, and consistently fresh products.
The format promises to transform consumers’ shopping experience, establishing a new standard for proximity retail in the Dominican Republic.
