In my role as Brand Director at JosDeVries The Retail Company, I developed and led international retail communication concepts for multiple retail chains, with a strong focus on food retail as well as non-food sectors.
Scope
Project
Duration
Credit
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Challenge & Strategy
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Retail Communication Concepts
Flagship Stores
Retail communication transforms a store into an experience. Rooted in strategy and positioning, it guides, inspires, and informs customers at every touchpoint. A carefully crafted system of storytelling, navigation, and product communication strengthens the brand while creating a more engaging customer journey.
Flagship stores are signature environments where the ‘wow’ factor plays a critical role — spectacular expressions of the retail concept that set the tone for the wider rollout.
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Private Label
A new product needs a strong brand and a clear story to come to life and inspire.
Pannetje van Plus is a pizza concept with a deep base, filled with rich and carefully selected ingredients. The idea was developed as a shop-in-shop concept, where the product takes centre stage with its own branding and dedicated retail unit. Designed deliberately different from the corporate brand, the concept feels human and crafted. Sales communication is hand-sketched, reinforcing authenticity and approachability. The core visual metaphor is the black steel pan — grounding the brand in craftsmanship and honesty.
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Spatial Design
Graphics transform spaces into experiences.
A graphic language designed to bring energy, rhythm and visual identity into the architecture of Michurinsky Prospekt Metro Station.
The graphics use bold colour, organic forms and layered patterns to transform large architectural surfaces into an expressive visual environment. Rather than functioning as decoration, the system creates a continuous relationship between the station's architecture, movement and the people passing through it.
Designed to work across different scales and viewpoints, the graphic elements create rhythm along the platform while giving key architectural surfaces a distinctive identity.
Latest Projects.
A curated selection of projects that reflect our commitment to simplicity and purposeful design.
