Reviving corner store connection for the Parcelpoint community.

  • Rebrand
  • 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, Cult Tribal rose to the challenge to discover and align their purpose, brand, culture and vision. Following discovery, what was the theme that ties these together?

Corner store connection.

With this clearly in mind, my role was to then develop Parcelpoint’s brave new direction into a visual identity. Then I would 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.

The digital agency Lynx Digital developed the website I designed. They also offered support with the creation of wireframes.

The final designs I created emphasise a simple, logical user experience and consistency of brand identity.

The results

Monthly web page views increased from 600,000 to 1.2 million.