Background

Idea Natura is a consortium of farms producing high quality fruit and vegetables in the Piana del Sele, an italian southern region. Most of Idea Natura’s vegetable production is certified as organic and it comes from the closest fields.

Brand Vision

Idea Natura wants to answer to the consumer need to have high quality fresh products at an affordable price, buying directly from the farmer. Taking inspiration from the farmer market concept, the new store is able to bypass steps in the commercial distribution chain offering a high level product quality.

Design Solution

CB'a has collaborated with the client to define the commercial offer, the store concept, interior layout and design of the shop. Store design revolves around the rural farmer market path and objectives offering a new sho