Our brief Reduce white noise in stores by having different design approaches to levels of signage with greater distinction between way-finding and offers Create a fresh, modern and friendly, retail environment and increase time spent in store. To be less corporate and concentrate on creating an attractive, relaxing environment to shop Make effective use of colour to distinguish departments and as an attractive part of store decor Communicate brand values to customers Utilise the existing baton system or similar to enable access to fridge units Respect cost implications for roll-out.
ColoursFood - Blue (run of store)Local - Black and brownFair Trade - Light blue frozen foodsValue - Black and yellowOffers - RedFresh - GreenDelicatessen - Black (well previously orange)Chilled - BlueFrozen - BlueAlcohol - BurgundySnacks - Orange
PhotographyWe propose to source images for each category if this option is selected forfurther development. This is a selection of image styles we prefer/suggest.
Pillar messages (work to date) Utilise pillars to promote key brand messages Brand straight to the pillar or add frames (see versions 3 and 4) Use a neutral and less intrusive palette but remaining bold Communicate brand values per side of the pillar Again embracing flexibility and cost implications for roll-out.
DiscussionIn summary we have•Looked at good practice and taken note of yours and other systems•Built on your brand and colour palette without overly using the bold marketingcolours which work well outside the store. This creates a calmer (but still functional)experience within store•Considered fonts that work with or alongside your family of corporate fonts, yetagain remains very readable and therefore accessible. The font FS Me wasformulated in collaboration with Mencap.•Looked at colour palettes and combinations that guide the customer but work withyour store sizes•Created a system that works with baton solution and because of reduced finishingcosts should cost less to produce•Started to consider the pillars and need decisions to move onto other store areas, iebehind till etc.