2017 Selection

Designed by Kathryn Wilson at Slater Design

Designer: Sinéad McAleer

Interior Architect: 21 Spaces

Categories: Identity / Packaging / Signage / Environmental

Industry: Commercial

Having worked with the Musgrave Group on the successful launch of Chipmongers they asked us to help them refresh Daybreak, a convenience store chain with over 170 locations across Ireland. The brand had grown tired and needed a reinvigoration to make it relevant and keep up with consumer trends.

We worked closely with interior architects 21 Spaces to imagine the Daybreak ‘store of the future’ and roll it out to a test store in Cork. As part of this work we designed a new identity for the brand and worked on everything from tone of voice and signage right through to packaging and social media. With the successful test site complete we were asked to roll the design out to the first couple of sites to test the concept out on stores of different sizes and with different offers. This has gone well and plans are now in the works to roll the new brand out to the full estate.