The concept gives a familiar errand a stronger sense of place. Positioning, identity, packaging, and store applications build a consistent brand around the atmosphere of being awake while the city slows down.
Scope
Brand Strategy
Packaging and Store Applications
Visual Identity
Independent concept
Retail
The Challenge
Give the convenience-store visit a recognizable character while keeping the identity useful across everyday retail applications. The system needed to carry the same idea from a small package to a storefront.
The Approach
A neon-noir direction makes light the central visual idea. The wordmark, graphics, packaging, and store applications extend that idea across the brand, drawing on the cinematic atmosphere of streets after dark.
The Outcome
A connected retail identity that carries one visual direction across the wordmark, packaging, and storefront applications. The late-night setting gives the system a specific point of view.
