Retail.

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

Retail Communication Concepts

Project

diverse

Duration

9 years

Credit

Concept, Art Direction

Challenge & Strategy

From story to a store. Retail spaces don’t sell, positioning does.

In the digital era, retail spaces must offer real-life experiences — everything else can be ordered online. I work closely with retail architects to create holistic brand concepts, developing identity and communication systems across all touchpoints, from spatial environments to packaging.
Below is an overview of graphic communication concepts for food-focused retail chains.

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.

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.

Spatial Design

Malls must draw people in and spark inspiration, merely housing many stores is not enough.

That’s why a clear, ownable identity is vital. Makadi Mall in Hurghada needed a visual system that reflected its architecture. We interpreted the surrounding natural environment — the sea and the desert — in both material choices and graphic language, creating a coherent, place-based identity. Post-launch, their direct-to-consumer growth rose, driven by stronger visual recognition and customer trust.