Liliko

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.

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.

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.

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.

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.

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.