Problem
A large supermarket in Venezuela (Excelsior Gama) wanted to launch an extension called "Gama Express" as a 24-hour convenience store that would build upon the heritage of the parent company.

Solution
Make Gama Express stand for a new, dynamic, modern, attractive, consumer-friendly service without losing the link to its parent's reputation.

Result
Create a total visual communications program based on the historic use of red, then modernizing it by extending the color palette to include magenta, orange and royal violet. Bright yellow was added to the word "Express" to communicate that the store was always "wide awake" to service customers. This look was carried from the basic logo to internal and external signage to the décor of the interiors to uniforms to every product that carries the Gama Express name. This "total design" concept is now ready to roll out across the country as Gama Express adds stores.