Calimax is a growing supermarket chain from Tijuana. On the verge of expansion, the brand questioned whether it was strong enough to penetrate new markets. Aiming to conquer new regions, Calimax came to Interbrand in need of a solid, well-defined strategy. In addition to creating a winning brand strategy, we also redesigned Calimax’s corporate and verbal identity as well as its retail space. With redesigned stores that feel modern and fresh, a stronger identity and an effective brand strategy, Calimax is now a living brand that listens, feels and delivers to the consumer. Poised for a successful expansion, Calimax is now a stronger, more competitive brand.