MAKE SENSE Presents KURKUMA, a Human-Centered Retail Brand
A New Culture of Care: MAKE SENSE Introduces KURKUMA, a Human-Centered Retail Brand
MAKE SENSE, a strategic marketing agency, developed the strategy and positioning for KURKUMA, a Ukrainian convenience retail chain. The brand is entering a new stage of development with an ambitious goal: to establish a new standard of human-centered retail in the convenience store category.
The core idea of the strategy is care as a business principle. This principle is integrated into every layer of the business model, including brand strategy, service scenarios, assortment policy, technology solutions, interior design, navigation systems, and communication. As a result, the concept of care moves beyond an abstract value and becomes a measurable element of the operating model, reflected in specific decisions and processes.
The brand positioning is defined as “The Store of Care.” It reimagines the role of the neighborhood convenience store — transforming it from a place for quick purchases into a daily service platform that supports people’s everyday lives.
The brand’s mission is to build a new culture of care and compassion in Ukraine. KURKUMA aims to revive genuine neighborhood relationships, where customers are known by name and the store becomes a meaningful part of community life.
The brand vision is to create the largest network of caring stores and establish a new benchmark within the convenience retail category.
As part of the project, MAKE SENSE developed the concept of an ideal store — a scalable system of solutions covering all major business functions, including assortment, customer experience, technology and innovation, interior and navigation, marketing, and HR.
The practical implementation of the strategy includes innovations across every area of the business.
In customer service, the company introduced new Care Standards, customer journey design, and updated employee training approaches.
In technology, the strategy includes the launch of digital tools such as a mobile application, loyalty program, personalized offers, self-checkout systems, and Scan & Go solutions.
In assortment development, the focus is placed on food-to-go categories, private label products, and specialized product lines.
In interior design and navigation, the project introduced intuitive layouts, improved merchandising, and easier orientation within the store environment.
In marketing, the brand established a unified Language of Care and developed local engagement scenarios to strengthen relationships with communities.
Particular attention was given to the brand identity. The visual symbol of the brand became “a pinch of turmeric” — a metaphor for the small acts of care that collectively shape the overall brand experience.
These details — personalized service, thoughtful communication, and carefully designed spaces — create a new quality of everyday retail experience.
Kyrylo Tereshchenko, Founder of MAKE SENSE:
“When creating new brands, we always ask ourselves: what value will they bring to people? In the case of KURKUMA, the answer is care as a standard. We believe this brand can bring more humanity into everyday life, and that is exactly what both society and modern retail need today.”
Oleksii Yeskov, Co-owner of KURKUMA:
“We are building KURKUMA around a simple yet strategically important idea: people should feel good in our stores. For us, care is not just an emotion — it is an operational standard reflected in service, assortment, process efficiency, and the atmosphere of every location. We want customers to return not only for purchases but also for the feeling that someone genuinely cared about them. This approach creates trust, loyalty, and long-term brand value.”
