Revitalizing a community store

More than two decades have passed since Ministop was brought to the Philippines by a large retail conglomerate. While other Japanese convenience stores started to eat up the market share and gain popularity among call centre agents and BPO employees, Ministop recognized the need to boost their in-store experience by adding quick-service restaurant to its list of attributes.

To appeal to the younger market, we created a new image for Ministop that was friendly and energetic in nature. We came up with a mural that highlighted Ministop’s signature food items against a cityscape backdrop. Drawing inspiration from Japanese culture’s fascination with personified food, we also gave life and character to Ministop food. These creative changes brightened the convenience store’s environment and made it more engaging to customers.

Currently, Ministop has more than 500 stores in the country. Its look continues to garner positive feedback from its patrons, who believe that it elevates the whole Ministop experience.