The request from CCN, one of the largest retailers in the Dominican Republic, was to develop a new discounter concept alongside theirsuccessful hypermarket brand JUMBO. This led to the creation of MercaJumbo – a store where locals can do their daily shopping with thebest balance of price and quality. The concept focuses on efficient shopping, sharp pricing, and surprisingly good quality, with a strong emphasis on its own private label ‘Lider’ (Leader) and a carefully curated range of exclusive brands. We helped develop the strategy in coorporation with other agencies for the design.