Retail was changing quickly.

Direct-to-consumer brands were thriving online, but physical retail still relied on familiar department store models. Showfields saw an opportunity to build something entirely different: a space where discovery became the product.

The challenge wasn’t refreshing an existing brand.

It was creating one from scratch.

We audited competitors across visual identity, interiors, positioning, and tone of voice to understand where the category was saturated and where opportunities existed.

Working alongside By Babba and the Showfields team, we distilled the business into a clear positioning strategy, brand pillars, and brand story before exploring visual territory.

Only after the strategy was defined did we begin creative exploration.

We developed multiple visual directions, using moodboards and references to pressure-test how the brand could behave across physical and digital environments before committing to a single system.

The most valuable outcome wasn’t the logo.

It was establishing a foundation that allowed a completely new retail concept to present itself consistently across architecture, digital experiences, printed materials, packaging, and future brand communications.