Oslo-born convenience store concept Innom is vying to be the exception to this rule, however. Offering a mixture of goods that places it somewhere between a grocery store, kiosk and bakery, the new concept is aiming to engage younger audiences in the Norwegian capital.
“The new store should be tailored for those who are short on time and need to take something with them on the go. It’s not a place you do your weekly shopping, but rather a place to drop in,” says Håvard Bergo, a designer at local creative agency Try.
The agency was recently commissioned to create a visual identity that nods to the convenience store’s mission, and in particular the name Innom, which translates as ‘drop by’.
“We centred the identity around a typeface that has a distinct link to the parent brand [grocery store] Rema 1000’s round visual language, but rather than being an extension of it, the Innom brand appears like a remixed and younger version,” says Bergo.