The tubular design of the new retail outlets certainly stands out amongst the competition clutter. Brand consultants Harwood Kirsten Leigh McCoy (HKLM) developed the 'round pizza iconography' as the core visual feature for the retail identity. "We wanted something more congruent with the brand personality – a look that projects a fun if not slightly irreverent attitude in terms of brand persona," says Graham Leigh, director HKLM.
According to Leigh consumers want an entire experience when making a purchase, even when it comes to fast food. He calls this the 'theatre of retail'. "Through proper use of colour, space, and lighting, right down to employee uniforms and attitude, a conducive atmosphere is created for shoppers. We took a careful look at all of these aspects when refreshing the existing design of the Scooters outlets" adds Leigh.
The new rondel design is so distinctive that even without signage the consumer will be able to easily identify the brand. This shape is consistent with the food offering and filters down through all composite elements.
The first revamped outlet was opened in Ballito Bay's Boulevard Centre earlier this year and will be followed by additional stores country wide.