West Pack Lifestyle Brand Manual

West Pack Lifestyle is a South African value retailer with a strong existing logo but no brand governance system. I was engaged to develop a complete CI manual that translated the brand into a scalable identity framework. The work focused on brand architecture (Lifestyle vs Express), strapline development, mathematically consistent logo reproduction across sizes, a typography system suitable for internal teams and agencies, and a colour palette informed by the family’s Portuguese heritage. The outcome was a practical brand management tool designed to protect consistency across stores, suppliers, and future rollout.

Project 1

Overview

West Pack Lifestyle is a South African value retail chain supplying plastics, household goods, and stationery at affordable prices. The business had a strong, recognisable logo in market, but no formal CI system to control how the brand showed up across stores, franchised locations, suppliers, and agencies. I was brought in to develop a full brand manual that would protect consistency, clarify brand architecture, and enable scalable rollout across touch points.

The challenge

A well-known retail logo existed, but inconsistent usage risked diluting recognition.

Multiple applications and stakeholders (internal teams + external agencies) required a single source of truth.

Two store formats needed to feel connected yet distinct:
West Pack Lifestyle (superstores) vs West Pack Express (smaller franchised stores).

The identity needed to work across varied environments — print, signage, promotions, and day-to-day retail communication — without breaking down.

My role (Creative Consultant / Strategist)

I led the CI strategy and design governance approach, translating an existing identity into a scalable brand system. My focus sat at the intersection of brand architecture, brand management, and execution readiness:

• Identity system strategy and brand governance framework

• Logo architecture + technical rules (construction, scale logic, clearspace)

• Strapline development aligned to business ethos

• Typeface system selection for internal + agency use

• Colour system formalisation for consistent reproduction across media

• Application standards to support rollout and future-proof usage

Approach

Identity audit and risk mapping

I assessed where inconsistency was most likely to occur (scale, reproduction, third-party suppliers, store formats) and structured the manual to solve for real-world usage — not just “design theory.”

Brand architecture: Lifestyle vs Express

I established a clear relationship between the master brand and its retail formats so the brand could grow without fragmenting:

• A consistent parent identity language

• Flexible rules for division naming and lockups

• Guardrails to ensure franchise execution remains on brand

Logo governance through mathematical consistency

A key requirement was to ensure the logo held its integrity from small to large applications. I created a technical standard by:

• mathematically calculating line widths and proportional relationships

• defining consistent rules for reproduction across scales

• establishing usage rules that prevent distortion, crowding, or visual drift

This turned the logo from “a mark” into a controlled system that could withstand real retail use.

Verbal layer: strapline development

The guidelines required a strapline. I developed one aligned to the ethos of the company — supporting brand meaning and consistency beyond visuals, and providing a reusable anchor for communications.

Typography system for operational ease

I selected a font system designed to work:

• internally (easy access, legibility, consistency)

• externally (reliable for agencies, suppliers, and printers)

• across channels (print + digital compatibility)

Colour palette rooted in brand story

The colour palette was developed as part of brand meaning and differentiation — reflecting the family’s Portuguese heritage while still functioning as a high-impact retail palette across signage and promotional material.

Deliverables

Full brand manual / CI guidelines

• Logo construction and usage rules (scale, spacing, alignment)

• Division architecture standards (Lifestyle vs Express)

• Strapline creation and application guidance

• Typography system selection and usage hierarchy

• Colour system definitions for consistent reproduction

• Core applications (brand stationery + practical templates)

• A governance framework designed for brand management and rollout

Outcomes and impact

• A single, consistent CI system that reduced brand drift across stores and suppliers

• Clear brand architecture that supported franchised expansion without diluting identity

• Improved day-to-day usability for teams and agencies (faster, more consistent output)

• A stronger foundation for future campaigns, packaging, and retail communication

Why this case study matters for Creative Consultant / Strategist roles

This project demonstrates my ability to:

• translate an existing brand into a scalable system

• design for operational reality (multi-stakeholder, multi-format environments)

• implement governance that protects brand equity over time

• connect brand story, strategy, and execution standards into one usable framework

This identity system also formed the foundation for a wider rollout across advertising, packaging, digital, and promotional applications.

See Project 2

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