Since it was founded in 1999, no changes have been made in the branding language of the convenience store chain.
In 2021, yellow expanded into new business channels, among them: yellow market, a chain of supermarkets in the city centers, and yellow mini, grocery refrigerators and automatic machines in Lobay buildings.
As requested, the business moves were accompanied as well in a renewed branding arrangement.
The initial challenge was to open the brand attic, and to filter from the components that have accumulated in it for 22 years, those that are not relevant, when left with only the significant branding assets, we could continue to the next challenge – updating the architecture and brand language.
A promise that expresses the consumer’s experience in the variety meeting points with the brand -online, at the gas stations, in the supermarket in the heart of the city or in the refrigerator in the lobby of the building, every encounter with the brand fills with a new and contagious energy that radiates lightness and fun.
The updated visual language communicates exactly this energy, with tools that are based on the existing principles, but color them with brand new character and spirit.
We wanted to give the logo a different energy, that will transfer a new Yellow to the world.
We built a responsive logo that responds to content in which he communicates and adjusts itself to them.
The letter O took on the role of window, that the content of which changes accordingly to the type of communication.
The different ones we illustrated with freehand movement, which eases the work process
and the creation.
We wanted to give the logo a different energy, that will transfer a new Yellow to the world.
We built a responsive logo that responds to content in which he communicates and adjusts itself to them.
The letter O took on the role of window, that the content of which changes accordingly to the type of communication.
The different ones we illustrated with freehand movement, which eases the work process
and the creation.
We kept the main asset of Yellow – the prominent yellow-red coloration, and added a complete color palette that expresses the Happy value.
We kept the main asset of Yellow – the prominent yellow-red coloration, and added a complete color palette that expresses the Happy value.
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