Toronto Blue Jays Launches Retail Shop
When the Toronto Blue Jays organization launched a retail initiative to market the 2-time World Series-winning baseball team’s branded merchandise, they trusted Shikatani Lacroix with the development of a brand position and logo for the new shop.
The objective was to develop a new brand positioning, as well as a logo and retail environment reflective of this new direction, while leveraging the key Blue Jays equities. The project was then extended to include the development of a catalogue to showcase the apparel and merchandise for the store’s grand opening.
A fashion-forward concept was created to reflect a hip, youthful, urban brand positioning. The store features a kinetic display screen at the entrance, with various graphic elements and lifestyle imagery throughout. A new font was developed for collateral material, and the catalogue was designed to capture the style of the store, and templated so the pages could be easily populated with updates in the future.
The SL team really hit one out of the park! The Jays Shop opened to major-league reviews, and SL was again retained to work on a larger retail outlet for the team at the Rogers Centre.