Londis Indulge

We were appointed to create the complete brand experience for a new retail outlet called ‘ Indulge’. The primary objective of this project was to create a new brand for the sole ownership and operation by the client for their new product offering, which could comfortably sit alongside the established store branding.


The Griffin Retail Group are successful operators of over 20 convenience stores in the Dublin area which are branded in line with an established countrywide franchise. It was vital that we created a strong identity which would introduce our client’s new product offering, and give them the opportunity to role out the brand into stand alone units in the future.

The objectives were to provide the complete retail brand experience from the interior design of the service area in the store right through to all logo applications including uniforms. To produce a brand which conveys a premium positioning for the client into the future.

The brand identity is a play on the meaning of the word ‘Indulge’ – to yield to the desires and whims of (especially to an excessive degree!) Our brand logo highlights the letter ‘u’ in Indulge putting ‘you’, our client, at the centre of the indulgence. The colours reflect the indulgent nature of the offering, from crépes and Leoindas Belgian chocolate, to premium grade Fair Trade coffee. Finishes such as limestone and lime washed oak, lighting in bold orange to illuminate signage and a striking retro coffee machine, combine to give an opulent touch.

It was key that this new brand offering would expand the appetite of the existing customer base as well as attract new business, improving trade and opening new market opportunities.

The Indulge brand identity was awarded a ‘Commended’ at the 2008 Institute of Designers Ireland awards and featured in the ‘Best of Irish Design’ book.


* Whilst working for JDDG

 Logo Design / Concept / Print / Brand Identity / Retail Experience

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