Brain.
Time to earn those likes.
Rebranding a computer and digital technology retail chain.
2019 · Strategy · Identity · Retail
One brand.
Multiple directions.
Brain approached its rebrand with more than 20 years in the technology market. Retail, corporate sales, the online store and service centres used different logos and visual treatments. The company lacked a coherent identity.
Our task was to unite these divisions through one visual system, refresh communications for a younger audience and rethink the store format.
Technology for
self-expression.
Brain — a generator of likes.
Warm up
your thumbs.
Technology helps people create, share and find like-minded people. The like became a simple symbol of that connection and the foundation of Brain’s communications.
A system of colourful three-dimensional shapes complemented the refreshed logo, bringing different products and messages together in one recognisable identity.
A brand you can
walk into.
The rebrand extended into the retail space. The team worked on store design, zoning, fixtures and product display principles.
The new system connected outdoor advertising, signage and the in-store experience.
A system
for everyday use.
The work was documented in two guides: one for the identity and one for retail design. They cover the logo, advertising and wayfinding, as well as space planning and fixtures.
