A store identity is a concept or set of design guidelines that define and position the brand in a three-dimensional retail environment, capturing the signature look and feel of your stores. It encompasses everything that makes a customer’s experience in your store uniquely reflective of your brand from the layout and materials to lighting and decor. A store identity project can be shorter and provide only high-level conceptual direction, or it can be very detailed, including operational and technical specifications usually presented in the form of a comprehensive manual.

A store identity can include:

• Types of store formats: Guidelines for flagship stores, concept stores, boutiques, smaller format shops or kiosks, shop-in-shop counters, as well as pop-up stores or other temporary retail points.
• Purpose of each store type: Clarification of the role each format plays (e.g. a flagship store for brand experience and full product range, versus a smaller boutique focused on select products or a pop-up for seasonal promotions).
• Location strategy and visibility: Considerations for identifying strategic store locations and ensuring the store design maximizes visibility (for example, corner locations might have two window displays, mall locations need stronger facade designs to stand out among neighbors).
• Customer flow planning: Designing the layout to direct how customers move through the store – for instance, ensuring an intuitive flow from entry, through key product areas, to fitting rooms or the cashier, thus optimizing engagement and sales.
• Area planning and zoning: Defining ideal sizes and configurations for important zones such as the entrance foyer, window display areas, product display sections, cashier and service counters, fitting rooms, and any lounge or interactive areas.
• Materials, colors, and textures: A curated palette of surface materials, color schemes, and textures that embody the brand’s aesthetic. This might include signature colors, unique wall treatments, or iconic architectural elements that repeat across stores.
• In-store marketing and display elements: Standards for point-of-purchase displays, signage, digital screens, and promotional zones within the store. This ensures marketing campaigns and product promotions are supported by the design.
• Brand storytelling elements: Integration of brand history and community into the design – such as a heritage wall, timeline displays, or interactive elements that communicate the brand’s story and values to customers.
• Customer experience features: Special features to enhance the customer experience, which could include interactive product try-out stations, comfortable seating areas, refreshment corners, anything that creates a memorable experience and invites customers to spend more time in the store.
• Furniture and fixture design: Specifications for display fixtures, shelving, racks, furniture, and décor items.
• Visual merchandising guidelines: How products should be displayed and arranged, including any props or display techniques that reflect the brand’s style. For example, if it’s a luxury brand, merchandise spacing and lighting might follow specific rules, whereas a youth-oriented brand might use creative, unconventional displays.
• Technical and production standards: Detailed specifications for store layouts and construction, such as dimensioned floor plans, wall elevations, ceiling plans, and lighting layouts. This also covers construction methods and quality standards – for instance, specifying approved materials, cabinetry details, and installation guidelines to ensure that every store built follows the same quality benchmarks.

Creating a store identity design is not just about one store – it’s about ensuring adaptability and consistency across all stores. As part of our store identity design service, we plan for how the concept will be rolled out and adapted to different locations and formats...

...Once the store identity is finalized and documented, it serves as a roadmap for architects, contractors, and even other design teams to implement the brand’s retail spaces consistently.

After the store identity concept is established, the next crucial step toward realizing it in actual locations is the technical design...

...Throughout this process, our focus is on maintaining the integrity of the store identity concept while making the design practical to build in the given location.

Bringing a store identity to life wouldn’t be complete without the build phase – the actual construction and shop fitting of your retail locations...

...Once construction is finished and approvals are secured, we assist with final visual merchandising setup according to the identity guidelines – placing products, props, and signage so that the store is 100% ready to impress customers from day one.

To ensure a smooth transition from concept to reality, our team offers project management services throughout the rollout of the store identity design...

...By entrusting project management to us, clients can focus on their business operations and product merchandising, knowing that experts are making sure the store environment comes together perfectly as envisioned.

In addition to physical store design, 5 Star Plus Retail Design can assist with the development or refinement of your brand’s visual identity – the graphic and branding elements that appear in your stores and across all marketing channels...

...We are flexible and can scale our services accordingly.