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Established in 2008 as Organic to Home (O2H) as an independent grocery store focusing on organic food. The organic concept at that time differentiated them from the general market. However, over the next 5 years, their competitors and major grocery stores eventually offered organic food and products. O2H's competitive advantage weakened and so was their brand recognition. The organic market trend shifted to glutton-free, and will continually shift as consumer wants evolve overtime. So by having "organic" as part of the name has turned into a brand liability. Cornerblock is the rebrand and this is their story.
– before
Cornerblock is the combination of cornerstore + cornerstone. Both are visually bold and we wanted a matching typography style.
CORNERSTORE – a store with extended opening hours and in a convenient location, stocking a limited range of household goods and groceries.
CORNERSTONE – an important quality or feature on which a particular thing depends or is based.
CORNERBLOCK – a chain of convenient stores in Hong Kong that sell speciality health foods and environmentally-friendly household and personal care products.
We built Cornerblock's identity around typography–AKKURAT. Our concept was "adaptability" and "neutrality" because the health food market is constantly changing. We didn't want the brand to pegged into a specific market, instead it should be able to adapt every market trend. Visually the identity is un-assuming but yet bold. The slogan "Change is around the corner" play on an evolving market.
We borrowed O2H's visual language to help transition into Cornerblock. The relaunch was at celebrate their 5 year anniversary.
1 – Well used Cornerblock canvas tote
2 – Icon graphics
