Reviving corner store connection for the Parcelpoint community.
- Identity design
- Website design
- Brand rollout
Parcelpoint are a network of local delivery, pickup and return locations. They were at a point of transition. They wanted to deepen connection with their customers and unite as a business.
In response, Good Empire rose to the challenge to discover and align their purpose, brand, culture and vision. Following discovery, a central theme that ties these together was uncovered:
Corner store connection.
With this clearly in mind, my role was to develop Parcelpoint’s brave new direction into a visual identity. From there I designed the assets to rollout the brand across over 100 touch points.
In order to develop this concept, I imagined what it was like picking up a parcel from a corner store in Paris in 1925. I thought back to a time when human, corner store connection was commonplace.
The colour palette I chose, and the iconography and textures I used were influenced by old stamps, parcels and the string that keeps their precious contents secure. The P icon represents such a string.
I created four logo versions. This resulted in a variety of visual tools for communication contexts; from small instagram profile logos to large vehicle wraps.