Swift:
A brand new convenience store

Skills:
Brand positioning
Tone of voice creation
Brand identity
Retail comms framework
POS copywriting
Brand guidelines

Say hello to Swift, a game-changing new convenience store. Breaking down ‘the frozen food barrier’, this new store merges chilled and frozen food together, making it simpler and easier for customers to shop. I was part of the team that created this groundbreaking new brand, which came to life at its first location in Newcastle. As a foundation to the identity, I created the brand platform ‘Making convenience shopping plain-sailing’, which formed the basis for the personality and comms. Following name generation, I also created the strapline, set the tone of voice to balance simplicity with liveliness, devised the comms framework for all retail messaging and wrote every single piece of POS, including a stream of comms called Swift Hacks - little hints and tips to help life run more smoothly.

This project was completed while at Whippet