Mini Series – Designing for 2021 and Beyond ft.

Graphic Design

The past two quarters we talked about the importance of store layout and design, specifically the technical and interior design process and where our team believes they will be in the future. This quarter we wanted to get into the details outside of store design – branding and graphics. I reached out to two of our graphic designers to get their thoughts on what changes they expect in the future of branding within c-store design.

Do you think the branding element of a store will be more important now than it has been in the past?

Yes, as customers seek consistency and safety in their retail experiences during the pandemic, they will look to trusted brands. Establishing your brand as a trusted and safe place for your customers has never been more important. – Davis McCauley

Branding has always been an important store element. A good brand speaks of quality, a powerful experience, and the overarching theme of your entire store. More and more people are now more comfortable shopping from home or without getting out of their car, so it is essential to have a strong brand presence outside of the store walls and explore branding and marketing opportunities on the web/social media as well. – Joe Torres

Is this a good time for a brand refresh?

It depends. If you have an established successful brand, customers may be looking to that for consistency. On the other hand, customers are adapting in ways they never have before. If your brand isn’t gaining traction in its current form, consider a refresh that will capture customers’ attention in the post-COVID world. – Davis McCauley

Best way to communicate to customers new protocols that are in place to protect customers and employees?

Safety is a big deal. If you want to bring comfort to those customers who got used to ordering from home or doing curbside/drive-thru services, it’s going to take great communication. Clever or fun brand messaging can leave the customers with a memorable shopping experience. Letting customers know that common areas are cleaned and sterilized frequently gives a little more peace of mind while browsing your store. This messaging has to be visible and easy to read yet not overdone. A good brand campaign shows this messaging at the pumps, near door handles, on counter tops, social media, app and website. – Joe Torres

As mentioned, branding is going to be more important now than it has in the past. Communication is key when trying to reach your customers, and the use of graphics at all touchpoints is the easiest way to do that. A good example of this is the Safe Shop Assured program. This program bridges the communication gap between customers and the store. It lets them know that the store has passed safety checks and is communicating effectively that it is a safe and clean environment by use of graphics and signage. Learn more about Safe Shop Assured here.

At Paragon we look to create not only an environment conducive to business, but an environment that creates an experience for your customer. Give us a call at 817.927.7171 or email me to learn more about our process, and how we can help you communicate to your customers starting at the pump!

For more information,

contact Arika Lawshe

at alawshe@paragon4design.com