OUE Re:Store – The Brand
The space serves as an interchange. A space where cultural exchange takes place. Where people from the CBD and beyond pass through and leading Chefs provide comfort food and food for thought from beyond our own borders. The branding captures this movement, the flow, energy and activity of the multiple exchanges. Active, Moving forward, Getting it done.
Amidst the hustle and bustle of the CBD, the self-serve store is where you go to refuel, refresh, replenish and Re:Store.
The use of a colon punctuation mark (:) as a form of hyphenation in the word “Re:Store” was used to allow the physical space and the brand identity to be utilized as a platform — Re:, when hosting talks, exhibitions and other events in the space – Re:Lax, Re:Connect, Re:Imagine.
Aesthetically, the brand identity visualizes itself through three bold colors — yellow, grey and white. Reminiscent of high visibility pavement markings and signage. The brand expresses its direct, inspirational and optimistic tone of voice through a modern, balanced and friendly geometric sans-serif typeface — much like its CBD customer. The Re:Store branding is expressed as supergraphics on the walls of the 2-floor space, expressing the energy of the brand visually and activating the space. Italicized to embody movement. Enlarged from edge to edge as it cannot be contained within the walls of the self-serve store.