Wufmart / 2023
Overview
NC State's markets are essential to the university community, providing fresh and healthy food options to students, faculty, and staff. However, the current branding of these markets is inconsistent and outdated. This rebranding project aims to create a unified and modern brand for NC State's markets to improve their visibility and appeal.
The project aims to develop a brand identity that reflects the values and quality of NC State's markets. We will enhance visibility by applying the new branding across all current and future locations. Updated marketing materials, including signage and social media content, will be designed to reflect the new brand.
Project Objectives
I was responsible for conducting user research, developing the brand identity, and creating the brand book for this project. My main focus was on enhancing the brand awareness and appeal of the markets through updated signage, marketing materials, and social media content.
My Role
Brand Book
Branding
In order to combine the NC State brand with a fun and whimsical aesthetic, we focused on bold shapes, colors, and clean lines, and renamed the store for a stronger presence. To convey a cohesive image across each location, we created a new system of signage and icons.
The primary logo design started with playful, curly typography that inspired the creation of a wolf icon. The logo consists of separate elements: the icon, the name, and the location, which can be used individually or together. It is designed to be versatile, working on both white and solid color backgrounds. To maintain clarity and impact, the logo should not be used on off-palette colors or directly over photos.
Logo
The logo variations use specific colors to coordinate with different types of content or circumstances. The main logo, used on major signage, serves as the default version. When black or white content is used or other colors are unavailable, the main logo is employed. Blue branding is designated for beverages, yellow for miscellaneous items, and green for food, providing clear and consistent variation and repetition across different applications.
Variations
The brand colors, picked from the NC State color palette, are designed to be simple and eye-catching. They include Wolfpack Red, Energetic Orange, Positive Yellow, Healthy Green, and Balanced Blue, with corresponding darker shades for depth.
Colors
We chose to use Univers Bold, Roman, and Light to align with the current NC State brand guidelines. This choice enhances hierarchy and legibility, ensuring clear communication and a strong visual identity. The combination of bold and light weights creates a balanced and effective typographic structure.
Typography
The brand patterns feature a tiled version of the logo icon, creating a consistent and recognizable background element. Curly lines inspired by the "w" add a playful and dynamic touch, while spiked stars echo the fur element of the icon, reinforcing the brand’s distinctive visual identity. These patterns work together to enhance the overall design, adding texture and cohesion across various applications.
Patterns
Signage
Updating the signage is crucial for a successful rebrand and improved wayfinding. Modernized signage not only reinforces the new brand identity but also enhances the customer experience by providing clear and intuitive navigation. Effective wayfinding ensures that customers can easily locate key areas and services, reducing confusion and creating a more enjoyable and efficient shopping experience.
Better wayfinding is needed in the market space because customers currently have difficulty locating the checkout lines. Improved signage and layout will guide customers more effectively, reducing confusion and streamlining the checkout process.
Wayfinding
Clearly visible location hours ensure that customers know when Wufmart is open, preventing frustration from unexpected closures. Individualized menus offer detailed options for each section, helping customers make informed choices quickly. Together, these updates improve convenience and streamline the shopping experience.
Informational
Advertising
Promotional posters and Instagram story posts are important for advertising the rebrand. Posters offer more visibility, highlighting changes and new offerings. Instagram stories reach a wide audience and quickly spread awareness among the NC State community.
Posters
Instagram story posts promoting the bakery and ice cream are important because they engage a wide audience and highlight popular products. These posts generate interest, increase foot traffic, and support the rebrand by showcasing key offerings.
Social Media
Offering free stickers of the logo and branded bags at checkout helps strengthen the brand by giving customers tangible reminders of the market. Using branded bags at checkout reinforces the brand identity during and after the shopping experience.
Merchandise
Research
Our research involved visiting multiple NC State stores to observe and document the environment through photographs. User interactions were monitored, and students were interviewed to gather feedback on their experiences and preferences. These insights informed the development of a more effective brand identity.
The target audience for this project includes NC State students, faculty, and visitors. Students and faculty use campus markets for snacks, lunch, and social interactions. Visitors, such as prospective students and alumni, frequently visit the centrally located Talley Market. The rebranding aims to effectively appeal to and serve this diverse group.
Audience
Talley Market currently offers a range of products, including freshly baked goods from the bakery and Howling Cow ice cream, which is a major draw for this location. The market also features prepackaged snacks, drinks, and a grab-and-go section with options like sushi, sandwiches, wraps, and pasta.
Products
The interior layout of Talley Market is often crowded in certain areas, making it difficult for customers to navigate and find specific items. There is underutilized space and obstructions, such as columns blocking the coffee makers. Additionally, the checkout lines are poorly marked, causing confusion and delays for customers completing their purchases.
