The Brand
Woolworths Petrol began more than 10 years ago in Australia as a discount fuel offer aligned with Woolworths supermarkets. The brand was built on a fuel redemption offer of 4 cents per litre which was embraced by customers as an attractive addition to their supermarket purchase. The retail concept was unique to the marketplace and by 2007 had quickly grown to more than 450 sites.
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The Woolworths Petrol brief was simply to upgrade the design of their retail shops to improve non-fuel sales. This was to be achieved with a more attractive interior image and a better store layout.
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The new store design speaks for itself. It is bright, colourful, and user-friendly with improved access and presentation throughout.
Current store locations:
The concept roll-out is currently underway, with new sites opening regularly around Australia.
The Brand
With beginnings in the 1980's, Nextra's foundation was based on the burgeoning consolidation of the Australian newsagency industry. In 20 years, Nextra has grown to be one of the largest retail newsagency groups in Australia and has developed a brand recognisable for its huge range, attractive promotions and large-format stores which fulfill it's motto \"The World In A Shop\".
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With the newsagency industry facing stiff competition and a major store image update long overdue, Nextra stores required an image make-over to solidify their market position and differentiate them from mimicking competitors. The brief was to create a store livery programme that would make the image more distinct from competitors, while maintaining customer familiarity and emphasis on the brands core values. The change was to be more evolution than revolution, and would have to be adaptable to suit the individual requirements of the predominantly franchisee-driven store layouts.
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A store design concept that is bright and colourful with high impact graphics emphasising the name and motto. Wide open shopfronts with large flexible promotional areas right at the store fronts encourage impulse sales straight into mall traffic ways, while maintaining focus on the three core departments of lotto, news/magazines, and stationery. High ceilings and wall displays convey a large range, while the strong blue graphics with red accents uniquely position the brand and store image. The name has been shortened from \"Nextra Newsagents\" to simply \"Nextra\" to simplify and strengthen its position in the customers mind, while the graphics programme has been designed to be easily incorporated into both new and existing stores, transforming them into distinctly \"Nextra\" environments.
Current store locations:
Many sites have been completed across Australia.
For locations and more information, visit www.nextra.com.au
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Golden Casket is the state lottery of Queensland, Australia. With almost 1000 outlets, the brand has very high recognition in its market. Being the sole lottery in a regulated industry, it doesn't have any direct lottery competition, but it does compete for the same customer dollar as other impulse products such as drinks, cigarettes, and confectionery. Golden Casket outlets house several product brands including Gold Lotto, Powerball, and Instant Scratch-its. While thought of as \"soft gambling\", they provide a unique purchase experience that has a totally different set of requirements to casinos, horse racing, and poker machines.
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The original brief was to design a totally new store image for the brand that would replace the existing ten-year-old store design. Particular attention was required to emphasise the product brands and place the Instant Scratch-Its products in prime impulse location. Other criteria included addressing shopping centre requirements for lease line adjacencies, newsagents space requirements (primary agents for the outlets), equipment technology requirements for the ticketing process, and flexibility to accommodate promotional material changing twice a week.
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While the Golden Casket logo incorporated a rainbow with five colours, red was chosen to dominate the store image due to its psychological impact. Red is an exciting, advancing, and attention-grabbing colour suited to lottery products. A large high gloss red wall dominates the environment and creates a consistent backdrop for promotional material. Spot lights add sparkle, and a yellow neon strip defines the ceiling area. Accents of the rainbow colours are included in flooring and counter details. The overall design stands out in its environment and creates a unique identity. Even the logo was refined by upgrading the font and introducing white space between the rainbow stripes to clean the colours.
Now more than 10 years old, this concept has been implemented in almost all of the nearly 1000 outlets across Queensland with outstanding success. Brand recognition is extremely high, and sales growth has continued year on year.
Current store locations:
Almost 1000 sites across Queensland, Australia.
For more information, visit www.goldencasket.com
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Emily the Strange as described by her makers:
\"Emily is anti-cool, a subculture of one, and a follower of no one but herself. She's the anti-hero for the Do it Yourself movement. Her favorite phrase is \"Get Lost!\" - both an invitation to travel to unknown places and an instruction to \"Take a hike!\"
How will you recognize her? Maybe you'll spot her long black hair, or her black eyes staring at you from under her bangs. Surely you'll notice that she's dressed all in black, except for her big white Mary Jane shoes. You won't miss the four black cats that are always with her. Maybe you'll see a slingshot in her hand - right before the rock hits you.\"
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To create the place where Emily lives. This is her space, and visitors beware it's her strange place. The Emily shop is not so much for customers as followers. It's where they are immersed in the Emily culture, whether they like it or not.
The Emily shop is to be not as much a brand experience as a culture and attitude experience.
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The Emily Strange store concept makes a statement like no other in the retail strip. Using Emily's distinct red black and white colour scheme along with darkened timber and quirky details, the store concept is a haunted house where Emily's attitude is at every turn. The window displays present as the outside of a crooked building, while the interior resembles an old library with darkened ceiling and timber book cases. The main displays are Emily's wardrobes, with distinct black horns and striking red upholstery. The centre piece of the store is Emily's throne. This is a fully upholstered monster chair where a life-sized Emily figurine sits with her four cats, cheekily surveying each visitors every move. Here followers can get their tongue-in-cheek photo opportunity with the anti-hero.
Current store locations:
Hong Kong - Harbour City Shopping Centre, Kowloon
Future stores coming soon:
Hong Kong - New Town Plaza II
Thailand
Greece
For more information, visit www.emilystrange.com
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C'est La Vie Cafe is a local business in a major Brisbane shopping centre. It has built a solid customer base over more than ten years with an appealing menu, good service, a great location, and an attractive store environment. The store design and name had the feel of an outdoor French Cafe, which has been a distinctly different image in the shopping centre that has differentiated it from its competitors.
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Although the store design still looked quite reasonable, it had not changed in ten years and a store refurbishment was prompted as a condition of gaining a new lease by the shopping centre. The objective was to give the business an image upgrade by modernising the design without losing the \"French Cafe\" theme. \"Our customers like this environment and we want to keep the style but give it a lift.\" - said owner Lindsay Ross-Gilder.
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The cafe colour scheme was changed to a chocolate-based palette, complimented by background coffee shades. A distinct floral design was chosen for the decorative theme, and this was replicated in signage, column claddings, bench seating, and new striking custom-designed light fittings. The logo was also changed to make it easier to read and easier to manufacture as illuminated signage.
Along with the image upgrade, some major changes were made to the store layout to improve its workability. A large front bar-bench that gained little use was removed to open up the view into the cafe. A central waiter station was relocated closer to the kitchen which opened up the floor for a new communal seating area. The rear banquet seating alcoves were also replaced with a straight bench to increase seating capacity and improve flexibility. Blackboard menus that previously stood on a-frames in the mall were incorporated into columns and made reversible to accommodate both breakfast and lunch menus.
The end result is a warm and inviting new environment that offers an upgraded appeal to customers in a more practical and workable layout.
Current store location:
Indooroopilly Shopping Centre, Queensland Australia.
The Brand
Bill Waller Pharmacy is not a nationally recognised brand. It does not have a multitude of stores across the country and is not a major industry player.
But Bill Waller Pharmacy does have a brand. It is a small local chemist shop that has built its brand on the trust and integrity of one mans name, and has been rewarded with the patronage of the surrounding community over many years.
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Although the existing store design had served the business well for more than a decade, the shop fitout was looking tired, and the market demographics were changing from middle-aged customers to younger families. This was the time for an image upgrade. It was clear though that many of the shop fixtures were in perfectly good condition and could be easily re-used.
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The new store has been upgraded in both image and design. The store image has a fresh new logo and colour scheme designed to appeal to younger customers. This has not only given a new face to the shopfront, but also has been carried through the entire store around the bulkheads to surround the customer. New carpet and joinery complete the package.
The store layout has been re-merchandised to create better access and traffic flow, while improving circulation around impulse products.
The end result is a design make-over that looks like a completely new store. This was completed at around half the cost of a full shop fitout.
Current store location:
Birkdale Fair Shopping Centre, Birkdale Queensland Australia.