Process: The project is a London high street independent shop, the type you would quickly forget once you pass by. Plain, plain and plain. We realise the challenge is to find the character that naturally lives in the space and its story. The character is easy for people to capture so it’ll help the business outstanding in high street competition.
The shop’s look is developed in an interwoven relationship with rebranding process.
The turning point is when we establish PHY Tech as a ‘Computer Hospital’. The core story let us develop the look and graphic around it. Logo design comes from combining computer button and Red Cross to shine the business’ tech support and device sales services.
Inspired by Yayoi Kusama silver Pumpkins, the colour palette is White - Silver - Red as accent colour to give the tech and quirky vibe.
We employ Duo half Domes to give the modern take to the elegance from classical symbol. Two half ring scoops naturally create the connection of inside and outside spaces of the arch, also adapt to the different ceiling heights.