For our Corporate Identity project, I selected a small convenience store nearby our college. Helping them rebrand their identity to further compete
as a franchise. Moving up a level to continue to compete against other similar convenience store fanchise nearby like KK-mart and 7-eleven.
Taking into considering All Day being able to compete with 7-eleven’s soon expanding plans with a quick on the go cafe. All Day would then expand a cafe to compete. Taking advantage of these aspects to build a new corporate identity for them. An identity that would also speak to
a younger audience.
The final concept of the store was to use the symbol and idea of ‘Play’and ‘Pause’ to represent the section of the store. ‘Pause’ representing the rest & relax section of the store including it’s café and magazine sections. While ‘Play’ represents the on-the-go section of the store. Meaning the convenience store section and it’s e-payment sections (App and website).
All Day’s original corporate colour were Red, Blue and Yellow. While yellow was removed. Red was used to tag for the ‘Play’ section, in the sense as red for movement. While Blue was tagged for the ‘Pause’, in the sense as a calm colour. However, with the target audience being mostly college students, the red and blue felt slightly corporate. So the Red was pushed to Magenta and the blue to a slightly Cyan to feel younger and more energetic.
Uniform apron and name cards for boths "Play" and "Pause".
All Day’s website would feature new updates on sale, new items or competition as it’s background that would slide left from one update to another. All Day’s smartphone application functions similarly. Adding extra convenience for customers to order on the go.
Corporate Identity Stationaries.
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