Popshelf
Research
We began by analyzing the client’s data and research, which shaped the foundation for our strategy, naming brief, and store layout exploration. Alongside that, we conducted creative research and ideation sessions to better understand how the new concept could stand out in the market.
To push the thinking further, we hosted an inspiration workshop with the client team. This collaborative session helped us identify the creative direction, define the visual qualities of the new system, and even influence material and display choices for the store environment. Through these parallel efforts, we landed on the name pOpshelf—a playful, accessible idea that captured the brand’s personality and inspired the design work that followed.
Defining the visual language
Our creative exploration built from that foundation, combining bold, graphic elements with natural materials, light color panels, and organized displays. During the process, one image stood out from the client team—“Just add pineapple”—a perfect metaphor for the brand’s upbeat, welcoming energy. That idea became a touchstone for how the brand should feel: lively, bright, and just a little unexpected.
Design with Hugo Collective, Christian Dierig, Donna Hadfield, Joseph Maruca, and animations by Paco Aguayo
Dollar General, based in Tennessee, operates more than 18,000 stores across the United States. Looking to expand beyond its traditional model, the company wanted to create a new variety store format aimed at moderate-income families—a place where customers could find higher-value products, express their creativity, and enjoy the shopping experience without spending too much.
The goal was to build a fresh brand from the ground up: a new name, a new visual system, and a new store layout. This store would become a destination for suburban moms to pick up everything from party supplies and personal finds to groceries—a space that feels fun, expressive, and full of possibility.
We created a dynamic visual system that radiates warmth and energy. Bold, playful graphics and a vibrant color palette were designed to welcome customers in and make the experience feel cohesive across every touchpoint—from signage and packaging to the in-store environment. Inside, the graphics and color brought a sense of consistency and life that set the brand apart from competitors.
This project was especially memorable because of how closely we collaborated with the client and other disciplines. That partnership allowed us to bring their vision to life in a way that felt true to both the brand and its audience. The launch generated strong buzz, and the success of the first locations led to an ambitious national rollout—with multiple stores now open and plans to reach 1,000 by 2025.
Tags:
Branding