Curve Distribution faced the exciting challenge of revolutionizing the convenience store food and beverage industry with a private-label brand.

Their goal was to capture the attention of a young, urban demographic while standing out from competitors on the shelves.

Our team leveraged our expertise in branding and design to craft a brand that resonated with the target audience while staying true to Curve Distribution's values. The result was a bold and modern visual identity that firmly established the brand as a leader in the convenience store industry.

As part of the brand development process, we implemented a unique and versatile product naming convention. We conceptualized the name "Up!" to be adaptable across different product categories, such as "Drink Up" for beverages and "Eat Up" for food items. This approach added dynamism to the brand and allowed for seamless expansion into new product lines in the future.

In addition to shaping the brand strategy and visual identity, we facilitated a collaborative branding workshop with the client. By leading this workshop, we ensured effective communication of the company's values and goals to our design team. This collaborative approach allowed us to create a brand that perfectly aligned with Curve Distribution's vision and objectives.