One mark, cut in half, doing two jobs

“Buy n Buy” is a name that repeats itself. The mark had to make that feel deliberate rather than accidental.

Retail brands live at every size at once — a shopfront from across a car park, a price label at arm’s length, a staff badge at conversational distance. A mark that only works large is not a retail mark.

The brand also needed to say something about why a shopper should choose it, not just what it is called.

1. Built the mark on the repetition, not around itA single B split down a diagonal — red on one side, black on the other. The name says “buy” twice; the mark answers with one letter doing it twice.
2. Two colours, one cutRed for the offer, black for the weight behind it. No gradients, no third colour — the diagonal does all the work, which is why it survives being embroidered, printed at badge size and lit on a wall.
3. Wrote a line the brand can stand behindBetter Choices. Greater Value. Two claims a retailer can actually be held to, carried through the reception wall, the ID reverse and the campaign work.
4. Specified the applications, not just the logoSignage, uniform and staff ID were designed as part of the identity so the brand arrives complete rather than in pieces.

The services behind this project: