Case studyBranding

IdentityColourPatternPackagingStationeryEnvironment

Cash-and-carry retail

Truslink

Truslink brand film. Motion film made from the original Truslink identity boards and brand applications.

Overview

An identity for Truslink Stores, a cash-and-carry store selling groceries, fresh produce, household essentials and electronics.

The wordmark builds a shopping-cart form into the letter L, and the presentation specifies one blue (Pantone 288 C) for the building, stationery, uniforms, bags and baskets.

BriefA cash-and-carry store brings several household categories under one name. The design task is to give that broad offer a clear identifying form that can be carried into the building and everyday store materials.

Services

Scope

Wordmark
Colour specification and pattern
Building, stationery, uniform and in-store applications

Sources

A shopper in an olive jacket seen from the chest down, carrying a blue Truslink basket of bread, tomatoes and rice while reaching for tomatoes on a shelf. — **Basket in the produce aisle**The Truslink Stores identity in a lifestyle photograph of a branded shopping basket in a store aisle.

How to read this deck

The deck pairs the client’s original presentation boards with new application scenes that show the identity in use.

Some of the older boards have been redrawn. Each one sits where the original stood, with the real original design in its corner and a View original button to open it in full.

Chapter 01

Concept and inspiration

Brand briefA description of Truslink Stores as a cash-and-carry store for household needs, from groceries to electronics.

Chapter 02

How the logo was formed

Logo and inspirationThe wordmark above the letter L, a cart and a sister company's logo as inspirations.

Letter, cart and sister-brand inspirationThe client board combines the Truslink wordmark with the letter L, a shopping cart and the sister-company emblem on a light-blue field.

Chapter 03

The logo

Primary Truslink identity in the client portfolioThe white Truslink Stores name sits on blue beside the numbered section strip.

CoverThe Truslink Stores identity as a brand book cover on its blue.

Chapter 04

Logo variations

Logo versionsThe logo in blue on white, white on blue and white on black.

Symbol on light blueThe Truslink Stores identity, with the L from the wordmark cropped large on light blue.

Truslink: Black-and-white Truslink variants — **Black-and-white Truslink variants**The Truslink Stores wordmark appears in black on white and white on black, with a blue presentation sidebar.

Chapter 05

Colour

Accent#18448B
Surface#0D2859
Ink#FFFFFF

Colours sampled from the original identity boards.

Truslink: Colour specification and staff — **Colour specification and staff**HEX, RGB, CMYK and Pantone values beside a staff member in a Truslink apron.

Logo on colourThe Truslink Stores identity as a logo-on-colour board across blue, white, light blue and black.

Blue paint and print proofsThe Truslink identity: Truslink blue in paint, swatches and a print proof.

Chapter 06

Pattern and graphic elements

Truslink: Pattern and in-store mockup — **Pattern and in-store mockup**A blue pattern beside a shopper holding a Truslink basket.

PatternThe Truslink Stores identity as its zigzag pattern with a logo label placed on it.

Truslink: Truslink repeat pattern — **Truslink repeat pattern**The angular blue motif repeats across a white field beside a standalone L-shaped mark.

Chapter 07

Packaging

Hands sealing a new cardboard carton with a tape gun and blue Truslink pattern tape on a clean packing table, a white Truslink Stores label on the carton. — **Carton sealed with pattern tape**The Truslink identity: a carton being sealed with Truslink pattern tape.

A stack of new kraft cartons with white Truslink Stores labels and blue zigzag tape on a blue flatbed trolley at a bright loading bay. — **Cartons on a loading bay trolley**The Truslink identity: cartons with Truslink labels on a trolley at a loading bay.

Truslink: Truslink retail basket — **Truslink retail basket**The Truslink Stores identity on a shopping basket in a retail checkout scene.

Chapter 08

Stationery

Truslink Stores letterhead, envelope and business cards with a blue pattern band, laid on a bright white desk by a window. — **Stationery mockup**Letterhead, envelope and business cards on a blue background.

A flat-lay on blue paper of Truslink Stores business cards, a letterhead with a zigzag pattern edge, an envelope, a compliment slip, a pen and a blue folder. — **Stationery**The Truslink Stores identity as stationery with the zigzag pattern along the paper edges.

Truslink: Truslink stationery presentation — **Truslink stationery presentation**Letterhead, envelope and business-card mockups are arranged on a wooden tray against blue.

Chapter 09

Signage and spaces

The royal blue corrugated facade of a Truslink Stores cash-and-carry with dimensional white TRUSLINK STORES lettering at blue hour. — **Building signage mockup**White Truslink Stores lettering on a blue building facade.

Truslink: Building signage mockup — **Building signage mockup**White Truslink Stores lettering on a blue building facade.

The blue corrugated Truslink Stores building at night with its illuminated white lettering, a glazed entrance, a bay of blue trolleys and a wet forecourt reflecting the light. — **Store at night**The Truslink Stores identity on a lit store facade at night.

Checkout wall seen from the queueThe Truslink identity: the Truslink wordmark wall above the checkout tills.

Chapter 10

Uniforms and merchandise

A cream canvas Truslink tote with a blue pattern hem hanging beside a blue polo shirt on a hanger against a white wall in a staff room. — **Tote bag and uniform mockups**A white tote bag and blue polo shirts with the logo.

Truslink: Tote bag and uniform mockups — **Tote bag and uniform mockups**A white tote bag and blue polo shirts with the logo.

A royal blue staff cap, a navy apron with a zigzag pocket and a folded blue polo on a small shelf, hung on a clean white wall. — **Staff cap, apron and polo on the wall**The Truslink identity: a staff cap, apron and polo on a wall hook and shelf.

Truslink: Tote bag and polo-shirt presentation — **Tote bag and polo-shirt presentation**The client board presents a white tote bag and blue polo shirts against blue and a pale repeat-pattern panel.

Chapter 11

Digital

A hand holding a phone that shows a Truslink Stores mobile shop with a blue header, produce banner, category icons and product photos. — **Mobile shop**The Truslink Stores identity as a mobile shop screen in the blue brand style.

Profile open on an office laptopThe Truslink identity: the Truslink social profile on a laptop in an office.

A hand holding a phone in a supermarket aisle, the screen showing a royal blue Truslink story with a crate of oranges. — **Story held up in the aisle**The Truslink identity: a Truslink story held up on a phone in a store aisle.

Chapter 12

The brand in the world

A bright cash-and-carry hall with blue hanging Truslink Stores signs, stacked blue baskets and a blue trolley in front of crates of fresh produce and sacks of grain. — **Truslink produce hall**The Truslink Stores identity on a cash-and-carry produce hall with hanging signs, baskets and a trolley.

Delivery van at the loading bayThe Truslink Stores identity on a delivery van at a loading bay at sunrise.

The blue corrugated front of a Truslink Stores store with large white lettering above the glass doors, and a row of blue-handled trolleys in the foreground with a hand pulling one free. — **Store entrance and trolleys**The Truslink Stores identity on the store entrance, signage and branded trolleys.

A kraft carton with a blue Truslink Stores label, sealed with white packing tape printed with the blue Truslink zigzag pattern, a roll of the tape beside it. — **Pattern packing tape**The Truslink Stores identity on a carton sealed with pattern-printed packing tape.

Chapter 13

In people’s hands

Tote bag across the car parkThe Truslink Stores identity in a lifestyle photograph of a branded tote bag carried through a car park.
Restocking the shelfThe Truslink Stores identity in a lifestyle photograph of a staff member in uniform restocking shelves.
Tote handed over at the tillThe Truslink Stores identity in a lifestyle photograph of a tote bag handed over at a till.
Tote on the kitchen chairThe Truslink Stores identity in a lifestyle photograph of a tote bag of groceries on a kitchen chair.
Lifting a basket from the stackThe Truslink Stores identity in a lifestyle photograph of a stack of branded baskets at a store entrance.