A brand-new discount chain inherits nothing, no name recognition, no shelf history, no customer habit to lean on.
Everything had to be built from a blank page, and it had to do one specific job. Discount retail runs on a strange rule, shoppers read visual restraint as proof the savings are genuine, and anything too polished reads as money spent on the wrong thing.
We built the full identity, logo, brand world, in-store system, around that discipline. Confident, plain, unmistakably a discounter, never apologetic about being one.
Pillars used: Strategy & Decisions · Creative & Production
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