We developed detailed urban consumer personas to uncover the habits and expectations of younger, on-the-go audiences. By addressing outdated perceptions of value retail, DGX positioned itself as relevant, modern, and lifestyle-driven—offering the essentials city shoppers need, without the clutter.

DGX delivers curated convenience with purpose—featuring gourmet coffee, grab-and-go meals, and smarter store layouts built for quick trips. Every design element convenience and ease, helping time-pressed urban shoppers get what they need and get on with their day.

Each store blends upscale design with local flavor. Neighborhood photography, regional references, and recognizable name brands build familiarity and trust—turning DGX into a destination that feels personal, authentic, and connected to the communities it serves.