PC Optimum had a unique challenge of being a new brand comprised of two of the largest loyalty programs in Canada: PC Plus and Shoppers Optimum. Our task is to create a brand from the ground up; it had to signal an exciting start of something new while maintaining familiarity to the programs’ existing users.

The resulting visual language consists of graphic elements that represent two things coming together. Geometric shops join to form our logo, and when pulled apart become celebratory confetti elements for the design system. The approach is modern, fun, dynamic and modular, and is highly recognizable in stores and divisions across Canada.