Mlinar – New retail concept
The modern way of living has affected the way we approach and consume food. Due to an ever-faster lifestyle, the days when meals were prepared at home and eaten with family around the table are becoming fewer and fewer. Consumers approach meals as a necessity that needs to be practically met, with low engagement in terms of time, energy, and money. These lifestyle shifts have also affected and transformed Mlinar, the leading Croatian company in the bakery industry. Once a destination bakery where people used to buy bread, pastries, and flour products that would later be prepared and eaten at home, nowadays Mlinar is an on-the-go chain specialised in baked goods.
Our new concept identifies and separately addresses two different types of Mlinar shops, On-the-Go and Take Home, which attract different shoppers, on different occasions, with distinct modes of consumption. The shop is thus transformed from an old-fashioned bakery, characterised by an inflexible and static design, into a dynamic store that facilitates the decision-making and purchasing process. Mlinar shops are now vibrant – products are coming in and out of the oven in front of the customers, fresh products are alternating in the shop window several times a day, digital displays are informing customers about best deals and new products, and grab&go displays are giving them the possibility to complete their purchase with a complementary product, even when in a hurry.
Damjan Geber (Creative Director)
Zoja Ivanišević (Project Manager)
Dominik Cergna (Product Designer)
Domagoj Blažević (Photography)