Reshaping retail with bold design for Yellow

Norwegian venture capital firm Askeladden & Co. was launching a new retail experience, with an assortment of products from well-known brands as well as new discoveries. They needed a brand identity that conveyed both value and quality while resonating with a broad audience. The challenge was to quickly develop a concept that would visually represent the business’s core offering in a saturated market.

We developed a striking, cohesive brand platform – including the name – in under four weeks. We designed a visually striking brand rooted in the color yellow, an established, eye-catching signal for low prices. The brand toolkit was simple yet flexible, enabling Askeladden’s in-house team to manage visual elements and adjust communication styles for different audiences while maintaining brand coherence.

Yellow surpassed initial sales expectations, generating over one million Norwegian kroner on its opening day. The success accelerated expansion plans, with new stores and interest from landlords and investors. The flexible brand toolkit enables seamless replication, as the brand is set to expand across the Nordics.