AFTR HRS (After Hours Market) is a concept project: a convenience store brand built for the night. I set the brief myself. Brand the 2AM run, the errand everyone pretends is nothing, and carried it from strategy through to a complete neon-noir visual system across identity, packaging, and the in-store world. Every decision traces back to the positioning, the same way it would on a client engagement.
SERVICES
Branding
Logo, Brand Identity
Visual Identity
Retail
Retail
The Challenge
Convenience stores are designed to be invisible: fluorescent light, generic shelves, branding as an afterthought. But 2AM has a romance the category ignores. Neon glow, empty streets, the quiet hum of the cooler aisle. The brief I set was to build a brand that treats the night as its home turf instead of apologizing for it. A store people choose on purpose, not by default.
The Solution
The tension: nobody brands the 2AM run, even though everyone knows the feeling. The answer was a neon-noir world built for people who romanticize 2AM. A wordmark made to live in light. A system that turns the store's glow into its signature. Packaging and graphics with the cinematic charge of an empty street at night. AFTR HRS doesn't just sell snacks. It sells being awake while the world sleeps.
The Results
This project shows the full arc of a Brand Build: a sharp cultural insight, a distinctive identity with its own light, and a system built to hold together from the wordmark to the storefront. It's the same depth every client engagement gets. Nothing held back
