The Challenge
L’Oca Quality Market is a new concept that combines a European-inspired market, two full-service restaurants, a multi-use demonstration kitchen, a liquor store, and office spaces under one roof. The owners wanted to create a unique destination for food lovers in Alberta, Canada, offering a variety of gourmet food offerings made in-house from scratch. The L’Oca team wanted their brand persona to be bold, quirky, approachable, and yet unmistakably high-end.
The assignment was to develop a brand and a design that would capture the essence of the concept, reflect the owners’ vision and personality, and create a memorable customer experience. The brand and the design had to work within a large 40,000-square-foot space, accommodate different departments and services, and stand out from the competition.
KRS was engaged to lead this ambitious and exciting project. From defining the vision of the concept, to creating the name, logo, illustration, and branding, as well as designing both the interior and exterior of the store, our team worked with L’Oca to turn this from a concept into a reality.
The Solution
KRS approached the project by first performing an extensive research and discovery phase to understand goals, expectations, and inspirations for the concept. We conducted market analysis to gain insights into the local demographics, preferences, and trends and used the findings to shape a creative and strategic direction. Our team developed a design strategy that would address the following key objectives:
- Create a distinctive and recognizable brand name, logo, illustration, and branding for the concept that would convey the European-inspired market theme.
- Design a cohesive and captivating interior and exterior design that would showcase the brand identity, enhance the customer journey and engagement, and optimize the operational efficiency of the store.
- Incorporate elements of freshness, quality, and convenience into the store design, such as open kitchens, bakery, deli, cheese, meat, seafood, produce, and grab-and-go options.
- Use lighting, signage, graphics, and color to create distinct zones for different departments and services—including the market, restaurants, and a liquor store—and to create a clear and intuitive store layout and navigation.
- Use durable yet high-end materials, fixtures, and equipment that reflect the overall nature of the market.
KRS began with the naming and logo portion of the scope. Many daring ideas and iterations later, the team landed on the name L’Oca, which means “The Goose” in Italian. The logo, illustration, and branding featured a stylized goose, creating a memorable and playful brand image that is used cleverly throughout the space.
The next phase involved presenting the interior and exterior design concepts, including 3D renderings, floor plans, lighting plans, equipment specifications, and elevations. KRS captured the space’s vision and personality by creating a bright, inviting, and modern store environment that would appeal to a wide range of customers.
The Result
L’Oca Quality Market opened its doors in 2024 with great success. It offers a wide array of gourmet food zones, including, but not limited to, the Patisserie, the Butcher, the Market, Gourmet Grab and Go, Fiore by L’Oca, and the full-service restaurants PYRO and Oro. The store has received positive feedback and reviews from the customers, the owners, and the industry. L’Oca is thrilled with the community’s response to the market and already has several more locations planned for the near future.
