We asked – what are your challenges for the spaces you are operating in now and how can we respond to these?
“We need an office space.”
The idea of having a head office gives the client a centralized hub that allows for all communications and operations to function out of one place. This gives them a place to entertain suppliers, expand on their fast-growing marketing department, and maximize operations on an even larger scale than before.
“We’ve outgrown the back of house square footage that we currently use, we need a lot of warehouse space for handling the high volumes we put out, as well as a distribution center to our other locations.”
This challenge came in the form of finding the right space in Edmonton. Logistically, location is everything, however what they needed was a space with high ceilings, durable warehouse conditions and the requirements to accommodate shipping and receiving. A Mercedes dealership that was going out of business with an existing large service department was the perfect place for operations of this type.
“We’re a retail store at the end of the day, the more space we have to offer to shoppers the better.”
Homes Alive Pets focuses on large volume grocery for pets. We wanted to take what was working from their previous spaces and elevate that. In large spaces like this linear square footage is highly important. We layered in multi-level wayfinding, clearly communicated zoning, and branded storytelling to help keep customers moving, with the willingness to shop around the entire space.
Once clearly identifying the three main objectives with the client, we were able to commit to a space that worked best for their needs. Our next step was to define who Homes Alive Pets was as a brand and create the experience best suited for the customers who frequent the space.
Often times the most valuable thing to a company is their brand voice and presence. Homes Alive Pets came to us with valuable information about who they were and what their mission was in the pet industry. Homes Alive Pets came to us knowing that with their rapid growth they were unable to clearly communicate their story into their spaces. In cases like this Cutler can take all these bits and pieces and define them into a Brand Guidelines Package.
We worked with the client to develop these guidelines to ensure that their brand would be accurately implemented into their retail environments across multiple locations. By creating a consistent look and feel, starting with their Flagship location, it was easy to build a strong community and a more recognizable brand. The goal for the design of the stores was that they align with their brand mission and that the design was simplified enough to align with their fresh look and feel. In a Brand Guidelines Package, we compile information such as strategic principles like spatial zoning and customer flow, key design elements, and detailed information about specifications. By having these elements in one quick reference package the client is then able to confidently aid in store implementation or roll outs. It is important that these guidelines are designed to easily adapt to any Homes Alive Pets store, whether new or existing.
Following a strict definition, and because of size alone, this store qualifies for “flagship” status, but that isn’t all they have in their wheelhouse. There are a few things that sets Homes Alive Pets apart from other branded pet stores locally. It’s these three things that we believe give this location it’s unique “Flagship” designation.
- Homes Alive Pets is independently owned, they are not a franchise. This means that they are not limited by where they can source awesome pet products and they can have a curated design that meets the likes of their community.
- Their team has a lot of youth behind the leadership of their company, but also extensive experience too. This is translated into the language of the materiality, the informational wayfinding applications and how the custom millwork is designed. You’ll find a lot of curved metal and plywood forms, unique colored paneling and bold color blocking through brand colors.
- The stores are high volume and regionally located – Rather than situate themselves in smaller communities, they are located along major arteries where guests will conveniently be able to “whip in and whip out” to get their pet’s food. This all manifests in a guest experience where they can find the best selection of the best quality brands at better prices (we are a value proposition) in locations where we are very convenient for them at least once a month.
It’s easy to become overwhelmed when faced with the opportunity to expand retail locations. By focusing on the core makeup of the branded environment and operational needs, a flagship can then come together in a physical sense.
