The retail market of Uzbekistan is unique: it has both modern chains and traditional “bazaars” at the same time.
Therefore, the positioning of the brand combined European modernity with oriental soulfulness: Baraka market is high-quality and selected products at a fair price, open people and modern service within walking distance from home.
The name of the chain “Baraka” does not have a literal translation from Uzbek, but the closest is “abundance”. This word is used as a good wish and even a greeting.
The brand name combines two symbols: the sun and a sunflower in the form of elements of traditional ornament – as symbols of the fertile east. The basis of the corporate identity is orange color associated with vitality, warmth and positiveness.
Within the framework of the project, a brand communication strategy was developed for the first 2 years from the date of launch. The territory of the brand is “To be closer than just a store”, the message “Baraka market is a store that has everything you need to become “your own”.”