PC Optimum had the challenge of being a merger of the two largest loyalty programs in Canada: PC Plus and Shoppers Optimum. It had to signal an exciting start of something new, while maintaining familiarity to the programs’ existing users.
The result: a visual language of graphic elements representing two things coming together. Geometric shapes join to form the logo, and when pulled apart, become confetti-like and celebratory. The approach is modern, fun, and dynamic, and is highly recognizable in stores across Canada.
- Executive Design Director
- Associate Creative Directors
- Creative Director