New Zealand’s leading shopping centre, Sylvia Park asked us to create a brand identity for their Click & Collect service, an initiative designed to encourage consumers demand for physical shopping experiences. Hugely popular with many retailers overseas, the online purchase and in-store pick service had begun to gain traction in the New Zealand market to provide consumers a fast and convenient way of shopping.
The challenge was to increase awareness of the service and create a brand that would stand out and create real recognition with a broad customer audience.
Positioning the brand as contemporary and effortless, we captured this through a distinctive visual identity which expressed the ease and simplicity of the service.
The brand identity was comprised of a modern and streamlined typographic treatment expressing the intersection and connection of the online and physical. This was teamed with a positioning line ‘Satisfyingly swift’ which appealed to customers desire to shop conveniently.
A playful, minimal illustration of shopping bags and parcels was used to represent the huge range of products customers can purchase. An energetic colour palette spoke to the speed and ease of the service.
Large scale signage was created to indicate preferential carparking within the centre for Click & Collect customers, also further encouraging other customers to utilise the service.
The brand was designed to appeal to a broad customer audience with a visually engaging narrative, helping Sylvia Park further cement their strong connection with customers.