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Building a Retail Brand for Quality & Affordability

Go-to Superstore is a new retail brand in Lagos with a vision to be the preferred destination for quality and affordable household daily needs. We were tasked with creating a brand identity that would resonate with the target audience and differentiate the brand from competitors.

We began the project by conducting a market research to gain insights into the needs and preferences of the target audience. Through which we identified the key values that would guide our brand identity development, such as quality, excellence, convenience, and affordability. Our objective was to create a brand image that would reflect these values and resonate with the target audience.

To create a unique and memorable brand image, we started with the development of a logo that would serve as the cornerstone of the brand’s identity. We designed a simple identity that incorporated bold and modern typography with an easily recognizable symbol inspired by the letter ‘GT’ and a shopping cart.

The resulting brand image was unique, memorable, and consistent across all touchpoints, the brand identity was designed to be easily recognizable, evoking a sense of trust, reliability, and convenience.


Lagos, Nigeria


Go-to Superstore Limited