The rapid rise of Yellow

A Yellow brand story

Norwegian venture capital firm Askeladden & Co approached us as they were planning to launch a new concept. A destination heaving with a rich assortment of clothes, shoes, and accessories from well-known brands as well as new discoveries.

In close collaboration with the client, we successfully developed a striking, cohesive brand platform – including the name – in under four weeks. 

Enter the colour yellow. An established, eye-catching signal for low prices. Enter the business Yellow. A new retail experience.

We delivered a set of guidelines and a complete toolbox for the in-house team to implement the brand. The toolbox consisted of both graphic and written elements. It allowed for calm and elegant expression while also allowing for turning up the communication volume when appropriate.

At its heart, the Yellow brand uses the colour yellow to full effect. The shade of yellow, the full-colour palette, and their combinations uniquely represent the value and quality of the products on offer.

Yellow is a distinct and uncomplicated brand, where the brand name, colours, and graphic elements draw inspiration from well-known signals within the retail industry. To make it easy for the in-house team to manage, we built the toolbox with a limited number of design elements. Still, the design program includes tools that cater to a wide range of visual "volume controls" for creating distinct brand communication that also invites variations suitable for different messaging. The result is a highly efficient toolbox for creating countless visuals by combining and layering the brand profile's various written and graphic elements.

Success from the get-go

On the opening day at Sørlandssenteret, Yellow had over one million kroner in sales – far above the expected result – and the brand concept is set to become a new retail adventure. The push they have subsequently experienced from landlords, suppliers, and investors has accelerated the process of opening more stores in various parts of Norway, and plans to expand into the Nordics are underway.