Swedish convenience store chain PressbyrÃ¥n has introduced a new identity created by Landor Associates.
New storefronts and interior formats have also been developed by Landor, for implementation when the identity project has been completed.
The roll-out of the new retail formats will start in and around Sweden’s larger cities.
The chain, which has more than 300 stores, has sites located on main commuter routes, especially near bus and rail stations.
Although, Landor will be involved with the project management of initial pilot stores, it will later hand the project to PressbyrÃ¥n’s in-house estates team for the full roll-out, says Landor executive creative director Peter Knapp.
PressbyrÃ¥n’s new identity features a stylised sun image, which is meant to lift the spirits of “transumers”, the travelling consumers who make up the store’s target market.
The identity is intended to become as ubiquitous in Sweden as the generic blue cross pharmacy symbol, says Knapp.