BHG

Retail

Refreshing one of Singapore’s leading departmental stores


BHG is well known for offering its customers great value, service and variety. Alongside a revamp of its Bugis flagship, the store articulated its brand position, injecting a warmer contemporary sensibility to its visual identity and touch points.

 
Before
 
After

The revised rubine red tones and customised logo typeface reflect an active, retail-oriented edge.

The new logo was applied across all identification signage, bags, marketing templates and members' rewards collateral.