Among Equals, a London-based creative agency, has developed a vibrant brand identity for STORRD, a new convenience store opening in Camden. The brand features a distinctive ultraviolet purple, chosen to stand out against the clutter of the British high street. The store enters a challenging market, where convenience stores face rising operational costs and declining retail investment, which fell to £900 million this year according to the Association of Convenience Stores. Emily Jeffrey-Barrett, founder of Among Equals, emphasized the importance of radical differentiation to attract customers back to physical stores. The agency aimed to reshape expectations around convenience shopping, tackling the negative perceptions associated with late-night purchases. The branding includes a bold logo and a carefully selected typography, combining three typefaces to enhance readability and impact. This comprehensive identity extends to various aspects of the store, from signage to furnishings. Kyle Meeser, STORRD's head of marketing, expressed satisfaction with the collaboration, highlighting the alignment of visions between his team and Among Equals. The branding initiative aims to inject energy into the grocery sector, signaling a new era of convenience shopping.