10-11 Convenience Stores
Brand Positioning, Brand Identity refresh, Retail Strategy and Retail Design
10-11 dominates the convenience market in Iceland. Located in metropolitan and local community shopping areas across the country, its shops are open 24-7 and are central to people’s everyday shopping needs. We completely redeveloped their branding and retail offer in 2003. Then we reviewed the retail offer again in 2012, as a result of the sale of the chain by Arion Bank to Icelandic entrepreneur Árni Pétur Jónsson in 2011.