Transforming the physical purchase experience is one of the great challenges of the retail sector. Large companies, such as Amazon, have promoted different formats to try to eliminate inconveniences such as boxes or waiting and enhance integration between online and offline environments. Moure Groupbased in Barcelona, ​​has added its proposal over the last months with Big Fish.

The company’s new brand, which has different business initiatives in the energy and Carwash sectors, has developed a smart store concept based on “Techtail”, That is, the conjugation of technology with the basic principles of retail sale. It raises an innovative solution driven by cloud computing and artificial intelligence, thanks to the collaboration between Moure and Huawei Cloud.

In this way, Big Fish raises Modular format stores, That is, 18m² facilities in which it offers a varied selection of products: from snacks and drinks, to articles of parapharmacy or technological accessories. These are available through a purchase experience that aims to break the traditional limitations.

Big Fish facilities have cameras, sensors and artificial intelligence systems to guarantee a precise and efficient purchase. Users can access the spaces by entering their mobile phone and passing their credit card -without downloading an application. Once inside they choose the products you want and leave the store without going through a box, so that the system automatically records the selected products and sends an electronic purchase ticket through SMS.

From the brand they point out that the stores are available 24 hours a day, The seven days of the week, and are designed to be located in all types of environments, especially in universities, service stations, events or airports.
The format has officially presented in meetings such as Mobile World Congress or Motecte, and also had a pop-up space in the America’s Cup Experience in Barcelona.

Big Fish already has three stores in operation In autonoil service stations in the Catalan towns of Mataró, Molins de Rei and Alella, and the company advances that in the coming months it will have more than ten new locations in our country.

“We realized that most stores are the same: they occupy
A place, they fill it with products, they have a fixed schedule … with Big Fish, we want to break
With this model and innovate the way of buying with a quick, safe experience and
available 24/7 for consumers, making smart purchase
accessible to all “said Marcos Moure, president and founder of Grupo Moure, in a statement of Summa Branding, the agency in charge of the design of the brand conceptualization.

An identity based on adaptation

Summa branding It has been in charge of Naming, visual and verbal identity, the interior and exterior design of the space, the brand narrative and the sensory experience. All this looking for the development of a singular identity based on the ambition to redefine the shopping experience as something unexpected.

The creative concept behind the identity is of a balloon fish. As the agency explains, the concept “Fish” refers to the ability to adapt, to the agile and free movement and when swimming against the countercurrent; while the term “Big” refers to the potential of the idea and the invitation to immerse it and live it from within.

The metaphor of the fish seeks to transfer the idea that the Big Fish format is that of a store capable of expanding, transforming and appearing where the consumer less expects, either in streets, squares, or events; and integrating into the environment and changing color according to the landscape.

Following this philosophy, the exterior design of the modules emulates a fish and presents a vibrant and vibrant color palette, among which the orange, yellow, purple or green tones stand out. In addition, the fish of the fish in the different assets is given prominence. All this is combined with large and bold fonts.

“The Big Fish logo was born from a balloon fish because it hides a universe inside: ideas, products, stimuli … From this logo, we literally build the physical store “He said Rafa Soto, partner and creative director of Summa Branding explains. “We use it as a mold to design an unrepeatable space, one that does not resemble anything, neither in form, in the background, nor in attitude”