Craving fast fashion accessorizing like craving for chocolate

Three celebrity women investors from the US, Canada and China planned a launch of a new chain of stores providing fashion-forward accessories for young women in China. While armed with a very thorough market study, they lacked a visual vision for the retail brand.

Based on the market research Grid Partners developed a brand image strategy that guided the creative development of the stores’ branding, tone and style. GP developed the name “EXPRESS”, the brand logo comprised of 4 hearts in the shape of an “X”, and the colorful chocolate pattern which connects emotional appeal with the store brand .

Express has not only won the Chain Stores Confederation’s Best Investment Value Award and the Best Innovative Case Award, but has also enjoyed double digit sales increases.