R-Co delivers for Stop & Shop customers.


Stop & Shop is a supermarket chain and part of the CPL Group, Papua New Guinea’s leading retailer since 1987.

R-Co was engaged to undertake a strategic review of the Stop & Shop brand which involved research of stores, market place profile, development of positioning, story and brand promise for customers of “Serving Our Community”. From this analysis CPL was able to establish a strategic platform for a new era of retailing by Stop & Shop and a design brand program was undertaken.

R-Co CPL Stop & Shop
R-Co CPL Stop & Shop

Because of the pride that PNG people have in their nation and spirit of country, the identity design integrates the colour from the flag and the iconic Bird of Paradise, PNG’s national symbol, as a distinctive word mark. View Bird Of Paradise Project video:

R-Co CPL Stop & Shop

Supporting the identity was a comprehensive visual brand language which incorporated signage, store environment, livery and promotional activities with a comprehensive brand system. The decision to redesign the Stop & Shop brand, retaining an authentic relationship with people and place, has been rewarded by universal acceptance of the new identity by customers and stakeholders.

R-Co CPL Stop & Shop

The Bird of Paradise emblem is also incorporated into PNG’s national airline, national bank, Government organisations and
the national rugby team.

Because of this association, Stop & Shop has the elevated perception that it is PNG’s national supermarket chain. Building on this national positioning, the brand program was extended to CPL’s City Pharmacy retail offer and the group’s corporate identity as well. The Look & Feel pattern unites the brand presentation.The identity was launched in April in the Waigani store, Port Moresby.

Creativity and strategic thinking have delivered a brand identity outcome for CPL Group that honours the authentic pride of people and their country.

R-Co CPL Stop & Shop
R-Co CPL Stop & Shop