Marimart
Retail in a category where every shelf is shouting and most of it looks like a discount.
The Problem
The commercial risk in this category is price-led perception. Look cheap once and you spend the rest of the brand’s life defending margin against the shelf next to you. Marimart needed warmth and confidence at the same time — a brand people carry out of the shop rather than bin at the door — and it needed to survive being printed on a pouch, a fascia and a tote without falling apart in any of them.
The Process
I started with the logotype, because in retail the name does most of the work at three metres. From there I built a magenta and green system with enough contrast to hold under shop lighting and enough restraint not to read as novelty. Then I applied it across packaging, tote bags, window graphics, shopfront signage and in-store material, testing each application at the size and distance it actually gets seen at rather than on a screen at 100%.
Resolution & Outcome
A full visual identity and brand guidelines set the retail team can extend without me in the room. The brand looks the same on a bag as it does on a building, and the packaging system takes new product lines without a redesign each time.