Virgin Megastore.
Evolving the Megastore experience for the future.

M&B recently completed an overhaul of the Virgin Megastore brand. Working in partnership with the Virgin marketing and design teams we were able to define a new design system that stayed true to the brand’s disruptive heritage. 

Project scope
Brand Strategy, Brand Identity, Brand Guidelines, Collateral, Signage & Wayfinding, Website Design

The project was about evolution. Times have changed and people are looking for more from a store than just music and games. Over the years Virgin Megastore has developed into an experience for its customers. We wanted to help reflect the store heritage and essence in the brand. The main task we faced was to create an easily understandable set of tools to empower the in-house team. Allowing for the easy roll-out and reproduction of creative that would strengthen the brand on the back of the launch of the new flagship store in Dubai Mall.

We began by reformulating the brand’s value system and created a complete set of guidelines that better reflected where the brand wanted to go. A guide finely tuned to work with the nuances of communicating in the different GCC markets the stores are present.

The introduction of eco-friendly biodegradable bags was a huge statement of intent and corporate social responsibility. Changing the way things are done in a region known for its per capita waste. The in-store signage and wayfinding were designed to create a more cohesive experience for customers.

The project culminated in the complete redesign of the e-commerce website. Streamlining the online aesthetic with the newly defined brand identity system and redefining the entire site architecture and functionality.