Liliko

Differentiation: How to stand out from the competition: 7-Eleven (perceived as low-quality), H Mart (not suitable for quick purchases), Trader Joe's (limited selection of authentic Asian goods).

Positioning: Convey a dual value proposition: the convenience of a grab-and-go store combined with the authenticity and spirit of discovery of a curated Asian market.

Target audience appeal: Create a brand that feels both premium and casual, appealing to a mainstream audience without being intimidating or niche.

We defined the brand's essence as "Modern Asian Convenience," positioning Liliko as the only convenience store that combines premium Asian products with a fast and stylish grab-and-go format.

We developed a custom wordmark that is clean and modern for broad appeal. The key element is a universal character symbol that can be used both as part of the official logo and as in-game illustrations across all media, creating a friendly and recognizable brand identity.

We developed a unique, mouth-watering palette that avoids Asian stereotypes. It features soft, creamy neutrals (#FAF0DE, #EDE1D1) paired with muted berry red (#8A4A54) and crisp peach (#FFA371). This combination feels fresh, modern, and subtly references food and culture without clichés.

The typography is based on the modern geometric sans serif Geist. We established clear rules: Geist Medium in all caps for bold headlines and Geist Light/Bold with increased line height for legible body copy, ensuring clarity and a modern feel.

Development of packaging for quick-service food, reflecting the brand's positioning and idea, based on the patterns we developed

The developed store design concept is based on the brand platform: mission, values, and established identity principles. The space is designed in line with our brand approach—emphasizing meaning, expressiveness, and a holistic experience that continues and enhances the brand's message in the offline environment.

The planogram is an essential part of the project, shaping the customer journey and the placement of the assortment. Its structure is developed as a direct extension of the store’s overall concept: it reflects the spatial idea, supports the key design accents, and reinforces the brand-driven objectives embedded in the environment.

The planogram is not just a technical layout but a strategic tool that ensures a cohesive experience and aligns merchandising with the store’s core concept.

The material stack is inspired by the interior and branding palette. It is presented through a selection of finishing solutions—plaster, painted surfaces, PVC, and plastic. The textures are calm and understated, with no abrupt transitions.

We developed a complete set of retail graphics to support and enhance the customer experience:

Shelf talkers and wobblers:
A system-based approach using colored price tags (beige for regular price, pink for promotion) and wobblers (e.g., “Curated Just For You,” “% OFF”) to simplify navigation.

Zone banners:
Engaging taglines were created for key sections, such as “Personal Care” (“Your daily ritual, refreshed”) and “Frozen” (“Authentic meals made effortless”), to elevate the shopping experience.

Patterns:
A library of patterns (diamonds, stripes) was developed in both contrasting and soft, low-contrast versions for use on packaging, bags, and digital assets, adding texture and brand recognition.

Storefronts and the entrance area are a key element of the store’s visual identity and the first point of contact with customers. Their design sets the tone and shapes initial impressions, reflecting the brand’s values and style. Working on the entrance is important not only aesthetically but also functionally: it attracts attention, guides visitor flow, and creates an emotional connection with the brand from the very first moment. Alignment with the brand is especially critical—every element, from window displays to entrance design, should convey the brand’s mission, values, and identity, enhancing the overall customer experience.

“The NZR team perfectly captured our vision. They didn’t just create a logo, they created the entire world of Liliko. The strategic thinking embedded in the design is already resonating with our early focus groups. Now we have a brand that feels uniquely Asian yet comfortably local — exactly the bridge we wanted to build.”

— Michelle Chen, CEO of Liliko Inc.