To further develop an existing brand, producing a complete brand pack by store proposition type for use on a newly acquired site in Bexley. The brand needed to be easily transferrable to various media, and useable across upcoming franchise opportunities. The brand designs needed to target three areas: Xcel Local, Xcel Fresh and Xcel Xpress, and would then be developed into a range of printed large format POS.
Development and solidifying of company brand guidelines and designs across three store sub ranges
Consistency in both visuals and print quality achieved across all stores
The project began with research, expanding the Xcel brand through colour palette and font development, as well as approved stock photography and illustration direction. These were then further developed into large format work, including fascia and window redesign, point of sale, category dividers, food-to-go area signage, door and column vinyls, shelf edges and flooring.
Existing stores were given a facelift and a refresh in branding, while new stores are opened under the new branding. All large format, digital and printed material presence was affected, bringing consistency and continuity across each independently-run store, regardless of location or ownership.
"The approach by AlphaGraphics was brilliant, with their lead designer thinking outside of the box to provide some exceptional creativity, whilst their flexible and understanding approach was very helpful given that we were also trying to run and develop our business at the same time. Absolutely no hesitation in using AlphaGraphics again for design."– Steve Browne, Retail Operations Director