Everyone is driven by experiences, whether they’re good or bad. We use these experiences to make choices in our lives such as where we shop, go to school, work, and play. Environments that positively engage crowds are more important now than ever as shopping in-stores is on the decline. More and more customers prefer the online shopping experience which skips real-life interactions to find the stuff they want. Brand impressions are formed in the marketplace at every touchpoint. Beyond the internet, physical interactions are the most important touchpoints, the places where brands exist in the real world. By creating an environment that draws people in and makes them want to stay, brands can grow face-to-face with their consumers. Companies that express their values in everything they do and everywhere they do it will find brand décor as an advantageous asset.
The seamless integration of brand identity into a space is one of the most challenging aspects of architecture and design. It’s more than rolling out existing guidelines and adding logos to surfaces. A signature environment creates a lasting impression by extending a brand into its uses, forms, and materiality never before considered.
Physical features (both natural and man-made), people, culture, and history are unique qualities that can be reflected in an environment to create a comfortable, relatable experience or a new and exciting one. A complete design package is needed to combine these concepts with materials that create meaningful décor, delights visitors, and can be replicated across multiple locations.
The All-American fried chicken fast-food chain Church’s Chicken reached out to Parallax to address updating their restaurants’ design. Church’s wanted to better express their brand through their environment and décor. In collaboration with Church’s, Parallax created graphics and produced various forms of art including acrylic art, canvas art, metal art, and exterior art as well as poster prints, signage, wall vinyl/wallpaper, glass graphics, and vehicle wraps.
The décor highlights Church’s core aspects including nostalgic photographs, popular food items, and even custom art for different locations around the U.S. From interiors and exteriors to floors all the way up to ceilings, brands can extend their identity and capitalize on it.
Every brand has a story. Their purpose means more than just their name. Sharing history through experience is one of the most powerful storytelling tools we can use. Church’s Chicken started in 1952 and their new restaurant design creates an experience that feels historic but current at the same time. Just as brands grow and evolve, its appearance can too.
Staying ahead of the curve is a phrase most businesses are familiar with. A fresh look is needed for brands to stay current, but they shouldn’t become unrecognizable. Brands that evolve in the right ways stay true to themselves but also cater to trends and their customers. Church’s Chicken realized that even though their brand has been around for decades, they could revamp their style to attract new people while staying true to their mission and current patrons.
By making a memorable place, branded environments help sell products and promote services. Furthermore, branded environments help enforce the company’s vision which is very effective in attracting and retaining talented employees.
Contact us to talk with a Parallax representative about branding your environment. To learn more about Parallax, click here.
