Liliko

LILIKO — MODERN ASIAN
CONVENIENCE STORE

Liliko is a new retail format for the US market: a modern Asian convenience store. It bridges the gap between low-quality grab-and-go (7-Eleven) and large, intimidating Asian supermarkets (H-Mart). The challenge was to design a brand that feels both premium and casual, appealing to busy young professionals seeking authentic yet effortless Asian dining. We created a "Modern Asian Convenience" platform that acts as a welcoming cultural bridge, balancing style, authenticity, and everyday accessibility.

CUSTOM LOGOTYPE:
LILIKO TYPEFACE

We designed a custom, rounded handwritten typeface exclusively for the Liliko logotype — warm, approachable, and distinctly human. It never appears elsewhere in the system. This deliberate constraint preserves its uniqueness: the logo feels personal and crafted, not mechanical. For all other brand communications (headlines, body copy, wayfinding, packaging, and digital assets), we use the geometric sans serif Geist, following a strict hierarchy (Geist Medium in caps for bold statements, Geist Light/Bold with increased leading for readability). The contrast between the soft, organic logo and the sharp, rational Geist creates tension and balance — the brand feels friendly but not casual, precise but not cold.

BRANDING STRATEGY
& IDENTITY

We developed a distinct brand world avoiding Asian clichés. The custom logo icon features a universal character symbol that extends into friendly in-game illustrations. The colour palette uses soft, creamy neutrals ( #FAF0DE, #EDE1D1) paired with a muted berry red (#8A4A54) and crisp peach (#FFA371) — fresh and mouth-watering without stereotypes. Typography relies on Geist (geometric sans serif) with a clear hierarchy: bold all-caps for headlines and light/bold with increased leading for body copy.

BRAND MASCOT
& STICKER CULTURE

To humanize the brand and create an emotional connection, we developed a custom universal character—a friendly, expressive mascot integrated into the Liliko identity. The character is illustrated in a range of micro-emotions (joy, curiosity, surprise, satisfaction), making it adaptable across all touchpoints. It functions as a sticker pack for digital communication, appears on shoppers, pastry boxes, cups, and banners. This turns every packaged item and carryout bag into a piece of brand theatre. The mascot softens the premium design language, adds approachability, and encourages social sharing—customers don't just buy food; they take Liliko's personality home with them.

RETAIL EXPERIENCE
& ENVIROMENTAL
GRAPHICS

The store design translates the brand platform into a holistic spatial experience. The planogram is strategic, shaping customer journey as an extension of the concept. Materials (plaster, painted surfaces, PVC) are calm with no abrupt transitions. A complete retail graphics system enhances navigation and emotion: system-based shelf talkers/wobblers (beige for regular price, pink for promotion), zone banners with engaging taglines ("Your daily ritual, refreshed"), and a library of patterns (diamonds, stripes) for packaging and assets. The entrance area is designed as the first emotional touchpoint, guiding flow and reflecting brand values from the sidewalk inward.

COLORED-ZONED
NAVIGATION
& ISLAND SIGNAGE

The store layout uses a zoning strategy based on wall colour coding. Each product zone (Snacks, Instant Meals, Personal Care, Frozen) is distinguished by a shift in the muted wall palette—transitioning from creamy neutrals to the signature berry red or peach accents. This creates intuitive, language-free navigation. Additionally, custom signage was developed for island displays (free-standing floor units). These are not generic placards but bespoke acrylic and metal holders featuring concise, benefit-driven copy (e.g., "Curated Just For You"). The combination of colour-coded architecture and sculptural island signage guides shopper flow without clutter, reinforces brand identity at every turn, and elevates the retail environment from basic convenience to a designed discovery experience.