Convenience store chain, Scotmid has tasked Edinburgh design consultancy Elmwood with strengthening its brand navigation.

The agency was appointed to aid the chain to improve the navigation and strengthen the brand messaging with in store branding and navigation.

The first step of the developnebt was to take the ‘swoosh’ from the existing identity and develop it into an ownable device to help structure the communications and take the customer on a journey, from pavement to point of sale.

Scotmid has also been given a new strapline “At the heart of Scottish communities”, which starts to tell the story of what the brand stands for. New photography has been introduced for the in-store branding, featuring customers as advocates who talk about products, services, ‘their Scotmid’ and the role the stores play in their daily lives.

An in-depth and flexible toolkit has been developed to help roll out the branding. It was trialled initially at the new store in Kirkliston and will subsequently be taken on by 30 additional previously-launched stores. All new and refurbished outlets will adopt the new branding from August 2008.

Jo Coomber, managing director of Elmwood Edinburgh, commented;“Scotmid stores occupy a unique place at the heart of the communities they serve. Elmwood was pleased to work with Scotmid to bring this story to life and to highlight their heritage. This community role is just as important nowadays and we have created a strong Scotmid look and feel that will ensure consistency and standout.”