Perennial Inc.

President's Choice had joined forced with Esso to augment Esso's On the Run service offering with PC groceries. As PC's agency of record, Perennial was responsible for integrating the grocery leader's meal solutions, snacks and beverages within a gas station c-store. Signage was successfully designed to establish PC brand recognition as well as develop a strong relationship with the overall On the Run offer.

The first store opened in February '06, with six stores currently being tested. More stores will open based on the success of the program.

In order to bolster their position in the changing rental marketplace, Blockbuster asked for recommendations and a redesign of their in-store signage and communications package. Perennial’s solution was a top-down revamp of the signage system, designed to make the shopping experience easier for customers, while reinforcing the Blockbuster brand at every opportunity.

With new category names, a unique and ownable colour palette, improved sightlines and way finding signage, and unified messaging for more impactful promotional messages, Perennial has delivered a brand-right, convenient, inviting shopping experience.

Lebeau came to Perennial to help change their "windshield only" perception and to expand their automotive retail business. Perennial began with a strategy that reinforced Lebeau's leadership position in windshield repair, while positioning them as a leader in security and remote system installation.

Through a new customer-friendly and product-driven retail design, Perennial helped reinvigorate Lebeau's outlets. The positive response from staff and customers has been tremendous.

Staples Business Depot approached Perennial to help launch a new sub-brand that would present them as the preeiment business specialists that provide a comprehensive suite of office services. Perennial generated a new strategy and fully bilingual identity that presented Dossier as the "office away from the office".

All integral business functions were addressed through clear navigation under departments called "create", "print", "finish" and "send".

Perennial managed the entire project from concept creation to uniform and bag design. The end result was reflected in increased store traffic and surpassed sales projections.

To transform their postal outlets into profitable, customer-friendly retail stores, Canada Post asked Perennial to create a local connectivity centre that would bring people, business and government together. The new store design offers a contemporary visual identity and intuitive navigation that enhances the customer experience and drives sales. Consistent communications and collateral emphasize the helpful, innovative, trustworthy new brand.

Store traffic has increased, and sales are up by 158%; the award-winning design is the new benchmark for Canada Post’s retail revitalization strategy.

Cineplex wanted an exciting new way to connect with customers, and encourage them to see more movies, more often. By designing a facility that provides a complete entertainment experience, Perennial helped reposition the theatres with an updated brand. Consistent sub-brands for all offerings, clear in-store communications and collateral all work together to create a focused customer experience.

Response has been overwhelmingly positive; as Cineplex revitalizes old theatres and opens new ones, they continue to follow Perennial’s successful brand strategy.

Ketchum needed Perennial’s visual communications and marketing expertise to elevate their brand to reflect their leadership position in the non-profit consultancy sector. Starting with corporate identity, the name was streamlined (KCI) and presented with a clean logo and collateral design treatment. To communicate KCI’s adaptive skills in an ever-changing and challenging marketplace, Perennial provided the concept of an adventurous gold fish making a great leap towards a lofty goal.

All told, the new design and concept reflected both the purity and challenges of the philanthropic marketplace.

When Perennial noticed their retail clients were having difficulty changing in-store signage, they used their retail and industrial design expertise to create flexsigns™, a retractable system that makes replacing signage easy, fast and safe. They also successfully branded, positioned and launched the product; flexsigns’ visual identity conveys strength and innovation, while messaging speaks to its unique benefits.

Retailers are impressed by the time and labour savings; Shaw’s, Canadian Tire and Office Depot are among the major stores currently installing or testing flexsigns.

Perennial was challenged with the creation of a new, exciting Hot Wheels customer experience that was attentive to the practical elements of store-stocking and maintenance policies. The solution was the Hot Wheels Garage - a fun and innovative three-dimensional space that allowed for physical interaction with Hot Wheels products, while still providing accessible functionality to the area.

In addition, the emotional connection with the brand personality was struck through the use of colour, graphic elements and materials.

The challenge: reposition the Globe brand to dominate the lighting category, and create a visual identity that’s consistent with the brand. Perennial designed a smart, modern, confident look with great visual presence and strong colour blocking on shelf. Packages are easy to identify and understand, with a new logo that updates and differentiates the brand.

The new packaging has increased sales dramatically. Perennial is now redesigning Globe’s office, merchandisers and fixtures, and developing prototype coordination, project management and communications initiatives.

Loblaws contracted Perennial to provide a retail alternative to the typical big discount-type stores. Through a seamless visual merge of the well-known Loblaws environment with the Superstore price strategy of “Lower Prices. Real Savings”, Perennial effectively transformed the 125,000 sq. ft. area into a sequence of shops that included a medical clinic, dry cleaners, wine store and a Krispy Kreme doughnut shop.

By using a soft, cohesive colour palette, the overall design succeeded in presenting a unified “one-stop” shopping experience with a broad offering of everyday needs at very low prices.

When Perennial repositioned Loblaws with the innovative “street of shops under one roof” market concept, they created the first Canadian supermarket to offer a true one-stop shopping experience. The PC brand has allowed Loblaws to successfully diversify their offering to financial products, housewares, general merchandise and more.
Today, Loblaws commands 42% market share in Canada and is one of the top 10 mass-market retailers worldwide.

Perennial continues to add momentum by offering everything from visual identity and store design to packaging, merchandising and fixturing, Web design and communications.

When it came time to update their stores, Mac’s turned to Perennial for a repositioned brand and a competitive new look. Perennial designed and launched a new store model, re-merchandised and cross-merchandised by customer need. Lower fixtures and suspended signage offered better sight lines and clear navigation; bold new exterior colours made stores easier to spot.

A year later, sales at the new store are up 25%. The new format is currently being rolled out across Ontario and the U.S.

When Marketplace Bank launched in Winn-Dixie supermarkets, they needed a strong positioning and solid creative strategy to drive traffic to their pavilions and meet aggressive acquisition targets. Perennial created a friendly brand that linked the freshness of the market with the benefits of no-fee banking. Pavilions, merchandisers, fixtures and in-store communications were redesigned to attract customers; a user-oriented website encouraged Internet banking.

By 2001, Marketplace Bank was 18% ahead of plan for acquisitions – they’ve expanded their reach and product selection much faster than anticipated.

Perennial played a major role in the successful launch of President’s Choice Financial’s no-fee virtual bank. They positioned the new offering, developing a strong brand and visual identity for banking offers, online and offline communications, store design, merchandisers and fixtures. A friendly in-store pavilion evoked a “non-bank” feel, while food-related communications evoked the freshness of the offer and drove customer acquisition.

President’s Choice Financial now boasts a loyal customer base of over 1.5 million; Perennial continues to develop innovative creative for each new campaign and product launch.

Perennial was given charge of creating cohesive branding to Sunoco’s on-pad and in-store environments, increasing revenue through stronger brand awareness, and attending to customers need for quality, speed and convenience. Perennial leveraged Sunoco’s “performance” brand essence through integrated messaging, brand standards, car wash redesign, store exteriors, architectural features and highly navigable store redesign.

All in all, the endeavour resulted in an average 17% percent increase in same-store performance with some stores seeing increases as high as 50%

Refresh is Loblaws’ new service-oriented health and beauty area. Envisioned as part of their overall health and well-being approach, it offers an unprecedented range of products within a relaxing in-store oasis. Perennial developed and positioned the brand, designing every detail to enrich the customer experience – from fixtures, signage and the bright, contemporary visual identity to exclusive Refresh shopping bags, collateral and online communications.

Customers loved it. In the first month, Refresh sold more cosmetics than a competing department store had sold in an entire year!

North York General Hospital created the “Stand By Me” campaign to explain restructuring and raise funds for expansion; they asked Perennial for a creative strategy that would further raise their profile. Leveraging the hospital’s central location, Perennial designed cost-effective, large-scale installations on hospital grounds to target the local community; support communications helped gain exposure at community events.

Thanks to a strong creative strategy and a compelling brand, the campaign is now in its third year – and well on its way to reaching its goal.

When The Home Depot wanted to create a more inviting, warm store environment, they turned to Perennial. In order to improve the customer experience, Perennial focused on raising the service profile, improving navigability, and shifting the focus from individual product sales to the inspirational possibilities of completing full projects.

The new Project Store concept features unique in-store architecture, large-scale graphics and photography, improved way finding signage, and innovative touch-screen technology that invite customers to come in, be inspired, and make their project dreams come true.

Irving Tissue challenged Perennial with the task to evolve and re-launch the Royale bathroom tissue brand after being off shelf for over a year. Perennial revitalized the packaging, leveraging on the equity of the kittens and royal blue brand colour.

As a result, Royale bathroom tissue now has 86% of all commodity volume distribution and their brand market share has grown from 0 to 15% in just 6 months.

Perennial was called in to evaluate and improve the Schnucks shopping experience to help create a distinctive atmosphere that showcased department merchandise. The existing tagline “We make it easy” was leveraged to position the store as the place to go for easy solutions. And the new store layout became easier to navigate as the grocery and perishables were moved closer together, providing the opportunity to highlight the new pharmacy and general merchandise areas.

With a harmonized shopping experience, the price message was communicated clearly with uncluttered focal points leading towards the merchandise.

Perennial developed a name and brand strategy for the launch of Safeway’s in-store bank, seamlessly integrating that strategy into design and communications. A distinctive pavilion design offered an inviting place for customers to sign up. In-store, print and Web communications leveraged the Safeway brand and focused on key benefits; a strong graphic identity ensured a consistent message.

By 2001, Safeway Select Bank had 33 pavilions and had signed up over 20,000 customers in three months. Since then, they have introduced banking across all Safeway stores.

Perennial was offered the opportunity to re-energize Ultra 94’s brand image with a foundation campaign intended to transform this unique high octane fuel from a niche brand to a competitive premium position. Perennial proceeded to position Ultra94 as the “Official Fuel of Summer” - executed with succinct, integrated, on-pad communications that successfully illustrated the fun of driving with higher performance and lower emissions.

To further drive this marketing campaign, Perennial initiated the new Ultra loyalty program as a means of rewarding purchasers.

Perennial helped Shaw’s bring fresh to the city with a new store format in downtown Boston. They repositioned the brand and visual identity as fresh, smart, tempting and urban. Branded architecture featured a soaring glass atrium, with open ceilings to add to the sense of space and energy. A unique “store within a store” offered specialty shops and services to a busy urban demographic; graphics and communication emphasized the contemporary urban feel.

Shaw’s Prudential is ”a milestone for Shaw’s and the city of Boston,” says Shaw’s president.

Shaw’s Supermarkets called on Perennial’s retail savvy to design and brand a state-of-the-art flagship store that would meet market demands and provide a rewarding shopping experience. Perennial repositioned the brand and store format to be fresh, exciting, abundant and contemporary. They developed strong branded departments and increased associations between categories with innovative architecture, strategic layout and navigation, bold graphics and clear communications.

As a result, products were easy to find; customers had a convenient, premium shopping experience.

To attract a more youthful market, Perennial redesigned the Sleeman cartons, and created can and keg formats to reflect Sleeman’s positioning as “good, honest beer.” Package design was simplified; the famous clear bottle became the carton’s primary visual element. The honest yet “cool” nature of Sleeman was evoked with contemporary aluminum finishes on the can and keg.

Since launching the new look, Sleeman’s growth has outpaced the competition by 8%, with a 20% increase in the sale of their flagship Cream Ale.

Weston Bakery wanted to break customers’ habitual purchases of other bread brands, so Perennial provided a “total package change” to Weston’s brands and created a shelf presence that pops out from the crowd. The design was upscale, contemporary and youthfully evocative. In addition, the nutritional message on Wonder+ came across strongly and created a perception of unexpected healthy goodness that is generally not attributed to white bread.

Within months of the launch, objectives were met and exceeded. White bread sales almost doubled giving Weston even greater market share.

Irving Oil’s truck stop restaurants are renowned for their locally inspired design, excellent service, and great food. When Irving decided to create a new restaurant experience in the Monterégie region of Quebec, Perennial went to work, designing a space that invites long-distance truck drivers, regular travelers and locals alike to stop in for a leisurely meal.

The new restaurant incorporates elements of local culture and history, including the “Tournesol” (sunflower) motif, into a comfortable, rustic-yet-modern environment that is a unique oasis from the everyday.

Perennial identified an opportunity to introduce a new upscale bottled water into the untapped market of exclusive 5 star destinations. Focused on providing the ultimate bottled water experience, Perennial sought out some of the best waters in the world, bottled them at the source and designed a revolutionary bottle with a unique integrated cup.

1 litre and 1 half litre is a premium tasting product with unique packaging and superior margins for all parties involved. Launched in Fall 2003.

To launch the new line of President’s Choice general merchandise, Perennial created beautifully photographed, premium “lifestyle” packaging that evokes quality, innovation and value. The creative strategy called for a stylish, unmistakably PC visual identity; packaging is sufficiently sophisticated to compete with the best in its new categories, yet flexible enough to roll out across different formats.

Perennial continues to evolve their lifestyle packaging design for the ever-growing line of President's Choice housewares that has rolled out to over 4,500 products to date.

Canadian Tire enlisted Perennial to help clarify their offer and provide customers with a better store experience.
The team focused on the company's core offerings: “Driving,” “Playing” and “Living”, and created a new store format that includes floor-to-ceiling signage, wider aisles and more natural merchandising adjacencies. The exterior was designed to feature warmer colours with windows and skylights that filter natural light into the store. Customers now spend longer in the store, and there has been a 71% sales increase in the new stores.

Acklands Grainger asked Perennial to help develop a store design to highlight ease of shopping, competitive differentiation, brand awareness and product assortment – across a vast 180 chain-wide network! Perennial created a one-stop shop that acts as the hardware store of choice for industrial business customers. The brand was brought to life with a distinct and ownable showroom that highlighted store brands, new products, tips, seasonal items and a strong value proposition.

Perennial’s cost effective design solution successfully recharged the brand across 180 national outlets.

Home Depot came to Perennial to help improve the shopping experience in their tool department, which had become cluttered and busy. Beginning with an improved department navigation for Pro’s, DIY’ers and Home Perfectors, Perennial proceeded with a clean, bold and uncluttered communications hierarchy that lead direct attention towards the product selection.

The final result was an award-winning design that succeeded in highlighting Home Depot’s tool expertise along with their vast product offering.

The client enlisted Perennial to help contemporize the newsstand/convenience experience for their entertainment district outlet. Perennial answered the call with a contemporary identity befitting the locale. Furthermore, the storefront was designed to capitalize on the interplay between the energy of the street and the retail space. Design elements, like exposed brick, helped create an urban and local flair. Plus, the store navigation – Read, Sip, and Taste – organized and defined a novel retail experience.

Journo opened to rave reviews on the street and in the press.

Well-known for their eclectic blend of unique fashions, Mendocino wanted a new flagship store that would become the “jewel in the crown” of their retail chain. Perennial’s evocative design reflected Mendocino’s individualized style by combining modern architectural elements with reclaimed and “raw” materials to capture the true essence of the company’s personality

By creating a gallery-like interior, along with a dynamic storefront statement, the product was allowed to take centre stage, and Mendocino gained instant credibility on a premier fashion street.

Pep Boys asked Perennial to help elevate their storied brand with a new retail design for their massive 450+ store network. Perennial rose to the challenge by creating and highlighting three main retail categories: Service and Tires, Parts, and Custom Shop. Furthermore, a cost-effective and adaptable décor program was developed to define a sub-category hierarchy.

Perennial succeeded in maintaining brand consistency across a huge retail network, and success was proven through increased departmental sales and increased traffic.

Loblaw Corporation Limited approached Perennial to help them launch a new fashion brand that would compete with and ultimately surpass Walmart’s George brand. Perennial got to work on a compelling, accessible and “of-the-moment” fashion brand. The colour scheme popped with fashion-forward energy, while the new and unique retail space stood out in the Superstore context.

With seasonal marketing and collateral that enforce the fresh branding, sales continue to exceed expectations, and lines continually sell out from season to season in all 79 Superstore locations.

The winemakers at Andrew Peller Limited wanted to re-energize their retail chain by creating an exceptional in-store experience that fits into a grocery store environment and makes shopping for wine easy, fun, and democratic. Perennial responded with Aisle 43, a new kind of wine store that uses vibrant design and creative communications to invite everyone to come in and explore.

The redesign is a resounding success. Sales at the first Aisle 43 consistently meet and exceed the targeted 15% lift in sales, some days as much as tripling the target.