Four Square have been faithfully serving their communities for almost a century but needed a new visual identity to equip them as they step into a new phase as a business.
The new positioning succinctly expresses that purpose; ‘What’ll it be today?’ heroes the benefits of local service, and the desire to help solve customers’ problems. The new identity needed to match that bright and positive sentiment, have universal appeal, and cut through in a crowded marketing environment.
A new brand typeface was developed to convey the brand sentiment in the most effective way, and act to enhance the witty tone of voice coming through the writing. A second typeface, a playful reworking of Grotesque No.9, is utilised in secondary copy, and the stickers that hero the positioning line.
The photographic direction became a celebration of the ordinary, finding the magic mid-meal with hungry fingers plucking a tomato off a plate, or in the aftermath of a panicked baking session. Reflective of everyday life and establishing a distinctive, human-centric approach that sits in refreshing contrast to the generic images of their competitors. The colour palette was strengthened, extending into a supporting palette that supported the primary tones.
Four Square aims to authentically connect with Kiwis, acknowledging that life sometimes means you’ve run out of tomato sauce, or that packet of yeast at the back of the cupboard has expired. They will be there to help — and with a smile. The visual identity carries this sentiment, warmly asking: ‘What’ll it be today?’
Project completed at FCB New Zealand
Best Awards – Gold (Large Brand Identity), Silver (Typography)