Building a brand based on happiness

Ustore is an Asian supermarket like no other, located on a prominent corner in Zetland, amongst an apartment dense surrounding. Ustore is split into two areas, the supermarket side, catering to specialty Asian needs, as well as, the vending side, which has 24 hour access. Ustore’s brand values are driven by two key ideas; easy accessibility and instant gratification. These key ideas provided the basis for the overall brand idea, happiness. This notion of happiness, has been injected into the brand through multiple brand touch points. A cheeky face is integrated in the “U”. A sunshine yellow with hues of peach and apricot create a joyful brand colour palette. A custom brand pattern emulates happiness using iconography in a very playful and cheeky manner. Finally, brand copy lines that can uplift you in an instant.