Smile Stores

This Bristol-based convenience retailer had acquired a chain of newsagents and convenience stores that needed a revamp. We carried out initial research to identify what customers were looking for in a local store. As they were now in the hands of a family-owned firm, they were able to make much stronger promises about the level of service customers could expect. Out of the name development process came the eventual selection - Smile.

While the name was doing something new in the sector, the colours and branding had to give a clear signal that this was a convenience store (without getting close to any of the existing brands such as Spar or Londis).

A range of variants for different store types was developed, including Smile Local (community), Smile Central (urban centres) and Smile Express (garage forecourts).

We produced designs for all internal and external signage, window graphics, photography, point-of-sale and promotional materials. We worked with the shopfitter to give them a complete kit of parts that enabled them to roll out the new brand from store to store.

Since the initial rebrand in 2001, Smile grew to become one of the largest independently owned convenience store chains in the UK, before being sold to rival Martins in 2007.