Although the world’s largest office supply chain, Staples is not that well known among European customers. Our key challenge was to connect better with this audience. The brief was also to create a more elevated brand experience and bring more energy and rhythm into the brand, making it more talkative.
The result is a simplistic and bold identity with the Staples speech bubble at the centre. The latter derived from the characteristic Staples logotype adding a new distinctive asset to the visual identity. It ensures a strong brand recognition across all touch points, with our without the iconic Staples logotype.