HAVANA CLUB

CONVENIENCE STORES / 2021 //

BRIEF //

Havana Club wanted to align more closely their relationship with street culture and the culture of the humble corner shop by branding certain key shops across London. the brief was very open to explore and stretch their Brand World assets to create an exciting store front – which included window graphics that showcased the product.

SOLUTION //

We initially explored four examples that stretched the brand unitising their primary and secondary colours, textures and graphic typography before toning down to a more simplified execution that was purely straight brand. The approach obviously had to take into consideration the shop owners so anything too flamboyant might not resonate well with them, and their shop name had to take centre stage. Any window graphics had to take into consideration visibility into the shop should there be specific displays that were deemed too important to cover. All the designs also had to be fairly generic so recall across numerous locations was prominent – shop names were treated the same way – and therefore flexible depending on the size and location of the shops.

ROLE //

Design Director