Rebranding & naming a 24-hour convenience store in China.

A family-owned mart that has grown from being a spot for convenient grab-and-go to a spot where locals go to for hearty meals and coffee throughout the day. The branding and naming took inspiration from the different ways the store helps its customers throughout their day, from morning to night. The English name is simple yet to the point of what the mart has become to the locals. The mascot, the smiley, is a ubiquitous representation of “good” and happy, simultaneously adding a modern visual touch the brand.

Designing Store Facade for Night and Day

A key component of the communication is the application of brand visual language on the store facade. Minimum requirement for this facade design is the ability to stand out among other store facade, considering the amount of clutter the surrounding environment of the stores are. Another requirement is the consistency of how the facade look both during the day and at night. The following slides shows the studies done prior to physical prototyping.