Your happy place

Challenge

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.
Solution

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.