Innom presents a new convenience store experience to Oslo shoppers. The store name translates to “drop in,” which is exactly what urban customers will do, but not to just grab a pre-bagged snack. Instead, the can squeeze their own fruit juice, serve themselves something fresh from the bakery, grab their own slice of pizza, or select just the amount of fresh produce they want.
TRY Design created the identity for Innom, modeling the new logotype after that of its parent company REMA 1000, a grocery chain that Norwegian shoppers already knew well. REMA’s all-caps wordmark uses tubular-shaped letters, so TRY designers pushed that look a bit further with the fun and very tubular face Pimpit in Innom’s new identity. A bright and bouncy color palette extends the sense of food freshness as well the originality of this new convenience store concept.