Genshai Mart is a small Vietnamese supermarket founded in 2011. In 2019, Genshai collaborated with Door Creative to update their branding. As our partnership evolved, in 2021, Genshai Mart opted for a more substantial rebranding to expand new customer segments by reaching out to younger generations. Along with the new eye-catching identity, we also created graphic elements for packaging, designed uniforms, point of sale and store interiors.

Our goal is to create a bolder and brighter identity to attract the client’s target demographic as well as bring a sense of competence and friendliness as Genshai Mart’s values. Inspired by vintage hand-drawn signs and posters, we incorporated the timeless “Cooper Black” font to craft a fresh logo for Genshai. The logo’s versatility in color and curves evokes a friendly connection with customers, ensuring a modern and approachable brand identity.

Genshai’s brand identity emphasizes the harmony between boldness and professionalism. This concept permeates all aspects of the branding system, including the fonts, colors, illustrations and store interior design.

We painstakingly chose fonts for various typographic hierarchies to establish the ideal mix between modernism and readability. We used visually appealing fonts like “Poller One” and “Playfair Display” for the title and header, while the body content was written in the user-friendly typeface “Open Sans”.

We chose two vibrant color tones “Quite Blue” and “Very Yellow” to infuse  Genshai with a fresh and distinctive color palette that can highlight its personality and styles. In addition to the quite-familiar two primary colors, there is a fun secondary palette for Genshai to flexibly incorporate to attract young customers. Additionally, to create a sense of familiarity with a modern twist, Genshai’s illustrations are designed in a minimalist hand-drawn line style, evoking a nostalgic charm reminiscent of vintage posters and billboards.

Recognizing that every aspect of the store embodies Genshai’s new identity of being friendly and youthful, we enthusiastically expressed Genshai’s unique brand essence through the interior designs. From signage to store decor and lighting, each detail is thoughtfully crafted to convey Genshai’s vibrant and friendly spirit, ensuring every touchpoint reflects the kindness at the heart of the brand.

Throughout this makeover journey, we are devoted to providing Genshai Mart with a dynamic yet professional brand identity. The rebranding of Genshai not only aims to captivate more customers with its youthful appeal but also ensures a clearer and more cohesive voice to effectively communicate its vision and mission compellingly.