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The Powerful Story of Champion Express: A Stunning Branding Transformation

Overview

Client
Champion Express

Location
Morocco

Scope
Rename and logo. Visual identity…

Role
Brand and visual identity…

Palette
#D62828, #009B3A, #FFD700, #000000, #FFFFFF

Visual identity board

Scope
Creation of a complete visual identity system, including brand renaming, logo design, typography selection, and color palette development.

Role
Defined the brand personality and built a cohesive identity board to ensure consistency across all touchpoints. The board guided logo applications, in-store visuals, and packaging ideas.

Concept
The identity blends freshness, energy, and accessibility, using vibrant colors inspired by markets and everyday groceries. The red emphasizes vitality, green represents freshness, yellow highlights promotions, while black and white bring balance. Paired fonts (Pacifico, Montserrat, Open Sans) combine friendliness with modern clarity.

Palette
#D62828, #009B3A, #FFD700, #000000, #FFFFFF

Window graphics set

Offer poster, produce band and icon texture panel for brand recall.

Exterior signage

Designed the gray fascia to improve daytime and night legibility for the red Champion wordmark and the green Express lockup.

Storefront panorama

A full view of the redesigned storefront, showcasing the cohesive Champion Express branding across fascia, windows, and awnings.

Instagram refresh

Refreshed the grid with a clean template, product highlights and weekly offers. Built story videos and ad variations to drive foot traffic.

Process

• Discovery and rename
Interviewed the owner, defined goals, renamed Champion Gourmet to Champion Express, and aligned messaging and tone.

• Identity system and signage planning
Designed the logo system, set the palette, created icon textures, and built true-scale mockups for fascia and windows.

• Production and rollout
Delivered print-ready vectors and specs, coordinated installation, created social templates, and launched the refreshed Instagram with ad and story assets.

Results

  • Clear storefront readability in daylight and at night.

  • Stronger curb appeal from the full window set.

  • Cohesive brand across signage, windows, and Instagram.

  • Faster content creation with reusable templates.

  • Performance data lives with the client after handover.

Deliverables

  • Logo system and wordmark.
  • Brand board with colors, type and icon textures.
  • Exterior signage package and gray fascia specification.
  • Window graphics set and print files.
  • Social kit with grid templates, story videos and ad variations.
  • Installation guidance for the vendor.