Visual Identity Design
Private Label Design & Optimization
A visual identity system was developed to address the need to create a consistent look for Giant Tiger Marché’s product lines. Inspired by the farmer’s market signage, the brandmark was designed in a handwritten script style, implying quality and authenticity with a human touch. Legible in both large and small sizes, the typography fits perfectly for packaging of different formats and dimensions. The wordmark is encircled in a seal, denoting quality guaranteed by Giant Tiger.
A paint swash graphic filled with a gradient was created to hold product descriptors. To differentiate product varieties within the same category, a sophisticated, airy color palette was curated and combined with darker muted accents. With this visual identity system set against a white background, the brand’s overall look and feel is uplifting and simple, aligning with the brand personality: confident, genuine, and thoughtful.