The Pyaterochka retail chain logo features the number “5” enclosed in a circle with a green leaf inside, symbolizing freshness and natural quality. In 2020, the logo was updated: the “5” became more streamlined and minimalist, the circle now fully encloses it, and the design was optimized for digital environments and modern media—from storefronts and packaging to mobile apps. The refresh preserved brand recognition, making the visual style cleaner and more versatile across different formats.
Pyaterochka was founded in 1999 in Saint Petersburg by entrepreneur Andrey Rogachyov. After merging with Perekrestok in 2006, it became part of X5 Retail Group. Today, it is one of Russia’s largest grocery store chains, with over 15,000 convenience-format locations across the country. Stores focus on everyday essentials: food products, fresh fruits and vegetables, dairy, bread, groceries, frozen goods, beverages, as well as home and personal care items. Pyaterochka actively modernizes stores, installs self-checkout technologies, and develops its own logistics and digital services, focusing on accessibility, convenience, and a wide selection for the general consumer.
