The goal for this brief was to create an identity for a new convenience store chain. The Brief specifically asked to appeal to young professionals so I played around the idea of a pantry room. Most of the modern day houses don't have a pantry anymore. I wanted to make that old-timey feeling of a pantry storage approachable for modern people so I came up with the idea of simplified shelves as the basis of the identity. The colour palette with pastel tones conveyed the ideal of bringing fresh and natural products to it's shelves, looking friendly and approachable overall.