The Refinery Brand was development for the Pepkor group, and is aimed at targeting the 18-35-year-old market by offering curated, considered, understated and authentic fashion in a calm, neutral store environment. The Brand’s purpose is to assist the Hero to fulfill an aspect of him or herself. In some cases, the brand personality is the actualized, empowered version of what the target market is seeking to be or do, and so, becomes a way-shower.

By utilizing recognizable and relatable elements and finishes, a neutral backdrop is created, resulting in a space where the product is hero. Neutral tones are juxtaposed against a strong denim offering, accentuated by focused and considered lighting. Materials left in their natural unfinished state echo the brand ethos while the subtle use of bold colours create a strong brand identity.

The brand makes a bold statement of calmness and “less is more” in an over-cluttered market space. By considering the power of everyday moments and simple truths expressed through the brand language, a holistic, honest brand experience and offering is provided in a quiet yet confident way.

Designed by TDC&Co
Photography by Kim Grant