Best Design Studio: Large
The General Store
Salvos Change For Tomorrow
Better Future - Circular Economy | Creator: The General Store | Commissioner: Salvos Stores
With more than 110 million tonnes of textiles going into landfill each year and modern slavery rife in third world manufacturing, the global fashion industry is the second largest polluter in the world… second only to big oil (Eileen Fisher).
And while most fashion brands are struggling to come to terms with the reality of the challenges faced by global fashion, the op-shop industry is sitting there with a solution - recycled fashion.
The problem is, we all take op-shops for granted. They are dusty, smelly and drab places. But what if we could change that? What if we could transform the op-shopping experience into an inspirational place for treasure hunting, while celebrating the social and environmental good the stores deliver.
In November 2020, we launched a transformed brand and customer experience for one of the best known op-shops in the world, Salvos Stores.
This project was rolled out across every business touchpoint, including:
1. A fully integrated brand identity platform;
2. A reimagined store design;
3. A new e-commerce platform;
4. An integrated launch campaign.
This undertaking not only helped to highlight the impactful social and environmental work championed by the business, but continues to open Salvos Stores to a whole new shopper - one becoming increasingly aware of the environmental and social benefits of shopping second hand.
Salvos Stores Brand Relaunch
Graphic Design - Identity and Branding - Community | Creator: The General Store | Commissioner: Salvos Stores
With more than 110 million tonnes of textiles going into landfill each year and modern slavery rife in third world manufacturing, the global fashion industry is the second largest polluter in the world… second only to big oil (Eileen Fisher).
And while most fashion brands are struggling to come to terms with the reality of the challenges faced by global fashion, the op-shop industry is sitting there with a solution - recycled fashion.
The problem is, we take op-shops for granted. They are dusty, smelly and drab places. But what if we could change that? What if we could transform the shopping experience into an inspirational place for treasure hunting, while celebrating the social and environmental good the stores deliver.
In November 2020, we launched a completely transformed brand platform for one of the best known op-shops in the world, Salvos Stores.
Freedom Brand Relaunch
Graphic Design - Identity and Branding | Creator: The General Store | Commissioner: Freedom Furniture
Freedom Furniture was an icon of 90’s retail. But through a lack of innovation over the last 20 years it had fallen into a sea of sameness within the category. Sales had been in a downward spiral for years and the business had failed to attract the younger audience that was critical to its survival.
Our job was to breathe new life into this much loved brand before it faded into oblivion. We needed to attract a new audience to the brand and urgently arrest the sales decline.
Here’s how we did it...
Burger Urge Brand Identity
Graphic Design - Identity and Branding - Food | Creator: The General Store | Commissioner: Burger Urge
Burger Urge is the coolest burger joint you’ve never heard of. Unless you grew up in Queensland in the 90s.
Having lost their way while scaling the business, we partnered with Burger urge to re-inject the swaggerful, anti-establishment vibes that had originally put Burger Urge on the map.
The result, a truly distinct anti-brand that is equal parts appetite appeal and fun. Oh, and since relaunching the brand, like-for-like sales are up 12% (trending at +4% pre launch).
The Waterfront Brand Identity
Graphic Design - Identity and Branding - Property - Project | Creator: The General Store | Commissioner: Frasers Property
Frasers Property are arguably the most ambitious property development company in Australia. These guys build some crazy shit. Like that Central Park precinct in Chippendale with the buildings covered in vertical gardens and that reflective mirror platform that diverts sunlight into the town square below.
So when we got the call up to brand and market their new development on the south coast we were pretty excited.
And the results have been even more exciting. Each of the three precincts released so far have sold out in a matter of weeks. With the latest release selling 48 of the 64 apartments on the first day. Here’s how we did it.
Salvos Santa
Film or Video | Creator: The General Store | Commissioner: Salvos Stores
With more than 110 million tonnes of textiles going into landfill each year and modern slavery rife in third world manufacturing, the global fashion industry is the second largest polluter in the world… second only to big oil (Eileen Fisher).
And while most fashion brands are struggling to come to terms with the reality of the challenges faced by global fashion, the op-shop industry is sitting there with a solution - recycled fashion.
The problem is, op-shops are perceived as dirty, dusty, smelly places for people who can’t afford to shop anywhere else. But Salvo’s Stores is on a mission to change that.
This award submission shows how Salvos Stores is rising to the challenges faced by the global fashion industry, by reframing how people think and feel about buying second hand goods.
And what better time to launch this mission than during the peak retail season - Christmas.
Barbeques Galore - Now You're Cooking
Film or Video | Creator: The General Store | Commissioner: Barbeques Galore
These days, most Aussies wouldn’t consider buying a BBQ without first visiting Barbeques Galore. They are the undisputed category specialists, and YOY retail sales growth in the double digits are a testament to that.
But when we first established our partnership back in 2020, they were being forced out of the market by much larger competitors with much deeper pockets.
We teamed up to completely re-invigorate the brand, and in the process, crafted some one of a kind brand films that helped Barbeques Galore reinforce their distinct category specialist position, and deliver some seriously spectacular sales results.
Rebel rCX Parramatta
Interior Design - Retail | Creator: The General Store | Commissioner: Rebel
Rebel is a well loved Australian sports retailer. But with international behemoths like JD Sports and Decathlon arriving on our shores, this homegrown hero needed to step up their customer experience and take the fight to the global players.
We partnered with Rebel to create an entirely new store concept centred around highly immersive customer experiences.
These new store concepts are now the benchmark for all future store design. And, the flagship Parramatta store went on to win Store Design of the Year and Best CX in Australia at this year's National Retail Awards.
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