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Modern-Expo Commences Rebranding Process

By Dayeeta Das
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International company Modern-Expo, a global manufacturer and supplier of complete retail solutions, has announced that it has commenced a major rebranding process.

This is the first big change in the company’s identity in its 22 years in the market, it said.

In 2018, Modern-Expo defined its mission around helping retailers to sell, and shoppers to buy.

Its vision is to become a key agent of change in the contemporary European retail landscape, and on a global level in the future.

Significant Changes

Changes in corporate identity will reflect significant structural and product changes within the company.


Modern-Expo's working principles comprise an integrated approach, flexibility in work, operational excellence and win-win relationships.

Its 'We Create Retail New' brand positioning means that today the company not only builds new, modern stores, but also tries to understand the future of retail and helps its clients and partners identify the right direction of the development, new rules of cooperation, and success.

Modern-Expo is the most reliable partner in these areas.

Creative Partner

Ukrainian creative agency MADCATS designed the new Modern-Expo corporate identity, based on the company's vision, mission and positioning.


The main idea was to convey that retail space can be changed. It can be alive, interesting and stylish.

Modern-Expo's rebranding will be carried out in several stages throughout 2019.

A new system of signs and marks for promotional materials, uniforms, cars, cargoes, parcels and products will be adopted and implemented sequentially.

Signboards in Lutsk, Lublin, and other representative offices, as well as in the Vitebsk and Verkhnodniprovsk production sites, will also be changed.


The official presentation of the company’s new identity will take place during the third edition of the Modern Retail Forum, scheduled to be held on 28 March in Kyiv, in Ukraine, and 28 May in Warsaw, in Poland.

To know more, watch this video.

What Modern-Expo CEOs And Project Developers Think About Rebranding

The chief executive of Modern-Expo, Petro Pylypiuk, said, "Modern-Expo has changed its style – graphics and design, logo and signature – but external changes do not mean anything without the main idea, without internal readiness for change and the decision to share it with our partners, clients, and colleagues.

"We are a dynamic company, but the speed of change is growing each year. There are many reasons for this, but the main thing is that the world has become more global, and we are not the same as well."


"Modern-Expo is about creating a store of the future, about new trends. That’s why it should meet changing needs over time. Now we have to present this message in a globally-known way: through a new look, tone, and stylistic elements."

"Rebranding is an instrument, a way of communication with the whole world. This sincerity will strengthen our positioning as a global company; a manufacturer and supplier of complete retail solutions, as a company that strives to be number one in the world."

'Our New Style Is A Confirmation Of Our New Level'

The chairman and group CEO, Bogdan Lukasik, commented, "Our decision about the Modern-Expo rebranding was not a simple one. Modern-Expo has always been open and up to date, but a little restrained when it comes to look and feel, names, logos, and colours.

"Our new style is a confirmation of our new level. The changes are not only about the logo, but about a new way of how we should be understood by our customers. That is the focus of rebranding – to feel, look and act the same way. We want to deliver all the changes to our existing business partners, potential customers, and everyone who has been with us on the journey so far."

"We have ended one chapter and are going to start another one, where our new strategy, and way of thinking and acting stands behind the message 'We Create Retail New'. I believe that all these changes will enable us to reach the biggest goal – to become the number-one key retail change agent."

'Modern-Expo Is A Company From The Future'

The head of Modern-Expo's marketing department, Igor Didok, said, "Each person and each company should act in accordance with what they preach. Modern-Expo is a company from the future.

"Creating new retail solutions and promoting innovations cannot be the same as they were twenty years ago because these are two different companies: Modern-Expo in its old and modern guises. Old is about the production of trading equipment. Modern is about complete retail solutions, from concept to implementation. We have everything we need to achieve this."

"Modern-Expo includes companies that are responsible for innovation, design and engineering. We have analysts, researchers, test labs, and an R&D centre. Therefore, our rebranding involves positioning ourselves as experts."

"A new style is a great joy for me. I will tell you more about this experience during the third Modern Retail Forum, which will be held in Kyiv on 28 March, within the Retail & Development Business Expo-2019."

'Modern-Expo Is Absolutely Ready For New Changes'

The manager and partner at Madcats Creative Agency, Glib Petrov, added, "The project with the international company Modern-Expo Group started with our visit to the head office, in Lutsk, Ukraine, when we saw everything, got to know the people and visited the modern factory.

"There is nothing more exciting than creating an appropriate image for a big, efficient and successful company, which presents Ukraine on  international markets."

"We wanted not only to make the company look more up to date. The goal was to get rid of unnecessary elements – those things that do not correspond to the company’s vision, its activity, and its life. We wished to look at the future and demonstrate that Modern-Expo is absolutely ready for new changes."

"That means to fill the visual identification with sense and to show the idea of retail as an area for people, companies, and innovations. Moreover, we developed a flexible system, which helps to create new sub-brands and structural subdivisions."

"We took away the old logo’s ambiguity. These are tiny fonts, extra contrast or thin lines – everything that limited the logo's usage on proper materials, such as metal."

"Simplicity and geometricity of the shapes gave it the new, coherent look. The history of the company will still be connected with its name and red colour, though the latest shade has changed a little."

"We wish Modern-Expo Company to achieve new goals! Go Modern!"

About Modern-Expo Group

Modern-Expo Group is an international company, and a leading manufacturer and supplier of complete retail solutions in Central and Eastern Europe.

Its production facilities are spread across an area of 112,000 square metres in Lutsk and Verkhnodniprovsk, in Ukraine, and Vitebsk, in Belarus.

Modern-Expo offers its solutions to more than 70 countries across the world.

The company’s portfolio consists of more than 50 different SKUs: display shelving, checkout counters, stainless-steel equipment (HoReCa), high racks, self-checkouts, POS-equipment and refrigeration equipment.

Modern-Expo works on SMART retail solutions and store design concepts.

It has 11 offices, located in Ukraine, France, Poland, Germany, Belarus, the UK, the UAE, and other countries.

In 2018, Modern-Expo registered a sales growth of 26%. According to sales plans, the company is on course to reach 33% sales growth this year.

Some of its biggest clients include Groupe Auchan, PepsiCo, Metro AG, British American Tobacco, Philip Morris, Imperial Tobacco, Carrefour, OKKO, ATB, Union COOP, E.Leclerc, Fozzy Group, Rewe Group, Zabka, Henkel and Spar.

To know more about Modern-Expo Group, visit

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