Revamping a well known chain of convenience stores.

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.

The call of the blackbird

We wanted to create an identity that was bold and bright, calling to people who walk past. We felt what better way to represent ‘daybreak’ than the blackbird – one of the first birds you will hear signing in the morning. We created a symbol of the bird, which is featured at scale outside every Daybreak, perched on a zingy green roundel shaped like the rising sun.

Interior vision

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.

– The Blackbird Of Derrycairn by Austin Clarke

“Stop, stop and listen for the bough top Is whistling and the sun is brighter”

Creating a toolkit of elements that could be used in every store, big or small.

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.

What we did

  • Brand Identity
  • Brewery Signage
  • Social Media Style
  • Product Naming
  • Packaging Design
  • Environmental Graphics
  • Storytelling
  • Merchandise
  • Website
  • Motion Graphics
  • Art Direction

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