CHEERS
‘tasty boost’
To set Cheers apart from other convenient stores, we gave their stores a refreshed look with a ‘tasty boost’! Our aim is to portray Cheers as a convenience store that provides a quick and delicious uplift whenever they need to fuel up, recharge and make the most of their day. We evaluated its in-store comms with a massive store audit, devised suitable creative principles according to a consumer journey and applied them across all in-store touchpoints (storefront → shelves → payment → dining area).
Conceptualising | Art Direction | Design 
THE CONCEPTTASTY BOOST
is the overarching thought to guide our consumer journey approach. It represents the brand takeaway we want our customers to have.
Throughout the consumer journey, they should see Cheers as a convenience store that provides a quick and delicious uplift whenever they need to fuel up, recharge and make the most of their day.
01 StorefrontWe started our revamp at the storefront, where we capture the attention of passersby with delicious food they can’t miss. The punchy, to-the-point copy and pleasant faces in the visuals invite them in.
02 down the aisleAfter customers enter the store, they are greeted with header boards that help them find exactly what they’re craving. The fun copy helps make the sell.
03 in the aisleOnce they’re browsing the shelves, they are made aware of products that are new or on promotion to make their choice easier.
04 checking outWhen they reach the checkout counter, they are greeted with a countertop shelf nudging them to grab just one more thing before they leave. If they decide to dine at Cheers, they are introduced to hyper-contextualised promos. We entice consumers to grab more tasty snacks and sips because… one is never enough.
05 brand guideTo maintain brand consistency, we created a guideline for the usage of the new elements we created.
