BDR Brand
+ Reimagined the Discount Store Experience
+ Created a Modular Visual Zoning System
+ Enabled Multi-Format Store Rollout
BDR set out to challenge the traditional discount store model — trading clutter, chaos, and fluorescent lighting for a fresh, vibrant, and thoughtful retail experience.
More than a discount store, BDR is about unexpected value: a strong core range paired with trend-driven product drops. The space needed to reflect that — bright, welcoming, and fun to explore, while remaining easy to navigate for a broad demographic.
Designed for Engagement and Exploration
At the flagship Southland location, we introduced a zoned store layout supported by a bold, adaptable visual language. Graphics, signage, and colour were used to break up product categories, highlight key offers, and create a more intuitive shopping journey — one that invites customers to stay longer and discover more.
Building a Flexible, Scalable Graphics System
The visual system developed for Southland was designed to flex and evolve across locations — from large-format stores to compact pop-ups. With four stores and one pop-up live, BDR’s brand identity is now being used in creative ways across varying footprints, maintaining consistency while allowing room for local adaptation.
Every element — from zone signage to graphic installations — was created to enhance the store experience and support growth through clarity, colour, and customer energy.
The Result
A lively, modern value retail experience that feels anything but discount — built on a scalable design system that supports rollout across multiple sites, store types, and customer segments.
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