Having recognised that their 80+ Family Shopper stores’ identity had become damaged over time, we were asked by Booker’s Retail Support Department to provide them with ideas to refresh and secure the brand’s identity. Their brief required us to use the brand’s existing logo, typefaces, colours and much of the interior whilst providing a different look and improved logic for the exterior.

We developed some concepts and included the designs chosen by Booker in their Customer Journey (store brand guide), which we also redesigned. As well as coming up with some new look exteriors, we corrected errors, calculated dimensions, made technical illustrations and wrote new instructions.