03.22.23
Sunday Riley recently tapped brand design agency Free the Birds to enhance its in-store retail experience for customers. The agency, which also revamped Avon’s visual identity last year, created a cohesive brand vision that ensures recognition for the brand's core fan base while encouraging newcomers to try products.
Nick Vaus, Partner, and creative director at Free the Birds, explains that capturing people's attention in the physical retail world is incredibly challenging, as you're surrounded by competitors, sometimes on the same shelf. Sunday Riley's success had grown at such a rapid pace that it needed a recognizable and seamless brand aesthetic in its physical retail spaces. To achieve this, Free the Birds provided Sunday Riley's in-store design teams with a strong "North Star" to work with to create synergy across the in-store retail architecture and promotional materials.
Free the Birds also changed the balance of the current logo for in-store executions by shifting the focus towards "Sunday" and reducing the size of "Riley" to ensure further recognition from afar. The agency also introduced yellow acrylic plinths and pedestals for counters to help elevate "hero" products, best sellers, and promoted ranges. This allows Sunday Riley's in-store team to infuse creativity and drama into the displays, creating a bespoke experience within each retail space.
Nick Vaus, Partner, and creative director at Free the Birds, explains that capturing people's attention in the physical retail world is incredibly challenging, as you're surrounded by competitors, sometimes on the same shelf. Sunday Riley's success had grown at such a rapid pace that it needed a recognizable and seamless brand aesthetic in its physical retail spaces. To achieve this, Free the Birds provided Sunday Riley's in-store design teams with a strong "North Star" to work with to create synergy across the in-store retail architecture and promotional materials.
A New Look and Feel
First, the agency introduced a headline color, sunshine yellow. According to Free the Birds, this color not only provides instant recognition but also reflects the sense of warmth and positivity that is reflective of the brand's ethos. The colorway is supported by the introduction of a large, single brand icon—"The Daily Sun"—whose arch acts as a motif throughout the displays, appearing also in the merchandise architecture and gondolas.Free the Birds also changed the balance of the current logo for in-store executions by shifting the focus towards "Sunday" and reducing the size of "Riley" to ensure further recognition from afar. The agency also introduced yellow acrylic plinths and pedestals for counters to help elevate "hero" products, best sellers, and promoted ranges. This allows Sunday Riley's in-store team to infuse creativity and drama into the displays, creating a bespoke experience within each retail space.
