Black Technology Retail Store Design
We build technology brands designed to transform markets.
Informative. Brand. Trust.
Creating a premium technology brand identity, POS promotional materials, and brand communications for a market-leading electronics retailer in the UK.
CampbellRigg partnered with Black, a sub-brand of a leading consumer technology retailer Currys, to deliver a comprehensive technology retail brand strategy and store design solution that elevates customer engagement, strengthens brand identity and drives sustainable commercial growth across retail environments.
We help business leaders discover and define a brand narrative that will inspire consumers.
Black is a premium Currys a high-end technology retail chain, aimed at gadget
enthusiasts and is one example of a brand
that inspires consumer loyalty.
Location - Westfield Shopping Centre Stratford, London.
Our mission was to position Black as a differentiated and compelling technology brand, transforming its retail spaces into immersive environments that reflect the brand’s values and resonate with tech-savvy consumers.
Above: The previous typographic style, being updated for clarity and consistency.
The Retail Challenge
Black’s existing retail presence lacked:
• A consistent and distinctive technology brand identity
• Cohesive storytelling that emotionally connects with shoppers
• Clear customer pathways and intuitive experience design
Below: The new typographic brand identity icon, defining the refreshed visual language.
Key elements include:
Premium Technology Products, Expertise and Trust, Sleek, Modern Shopping Environment, Customer-Centric Service, and Seamless Integration with Currys.
We redesigned the 'Black' logo to serve as a sub-brand, creating stronger alignment with the new Currys brand identity while maintaining its premium look and feel.
See above: The new 'Black' brand identity resonated well with Design-Driven Spenders, receiving positive feedback for its modern, trendy, and upscale representation of a technology store, aligning with consumer expectations.
The standalone 'Black' logo lacked a clear connection to the new Currys planet master brand, causing customer confusion about its relationship with Currys. Additionally, the previous logo's typeface was too light to make a strong impact on the high street, and the lime green color lacked relevance to either brand.
Working with the Marketing team
of Currys, we rebranded Black with a new corporate identity and created a communications
suite for application to their retail stores.
Visual Identity & Graphic Language
We developed an adaptable visual identity system that strengthens recognition and reinforces Black’s values across physical and digital touchpoints:
1. Distinctive logo and graphic language
2. Unified colour palette and typography
3. A scalable promotional visual systems for signage and in-store graphics
4. Customer Experience & Store Design
Store environments were redesigned to improve customer flow and engagement:
• Intuitive navigation paths
• Strategic product zones
• Integrated digital interfaces
• Flexible fixture systems to support evolving product ranges
Every point-of-sale element was designed to highlight the key benefits, encourage customer interaction, and support smooth service delivery.
Electrical retailers need clear, consistent messaging to stand out in a busy market. Information should be straightforward, positive, and enthusiastic, showing how the brand makes life easier and solves problems efficiently. Transparent pricing and practical guidance take priority over technical “service talk.”
What We Delivered - A Distinct Brand Identity
• A cohesive visual identity system that provides clarity and consistency across all retail spaces and platforms.
• Immersive Retail Environments
• Retail spaces with clear signage, functional zoning and visual continuity that invite exploration and discovery.
Impact & Commercial Value - Our solutions enabled Black to:
1. Improve customer engagement and dwell time
2. Strengthen overall brand perception
3. Increase product interaction and discovery
4. Support retail performance and growth
Our Proven Process:
1. Consultation - Free strategic call to assess goals
2. Bespoke Briefing - Co-create a tailored plan
3. Fast Execution - Deliver creative work efficiently
4. Commercial Growth - See uplift in sales, loyalty, and brand performance
Partner with CampbellRigg to Transform Your Store.
Book a complimentary consultation with CampbellRigg’s retail branding and design specialists and unlock more value from every square metre.
Smart Value, Outstanding Quality:
Our fees are structured to be competitive while delivering exceptional impact, creativity and design excellence.
Fast, Focused Delivery:
From strategy through rollout, our agile team works efficiently to deliver high-quality outcomes on schedule.
Cross-Disciplinary Expertise:
Brand strategists, architects, interior designers and graphic designers collaborate seamlessly to shape cohesive, end-to-end retail brand environments.
International Perspective, Local Relevance:
We combine global project experience across Europe, the Middle East and Asia with deep sensitivity to local market dynamics.
Flexible, Scalable Implementation:
From flagship urban technolgy and convenience formats, we deliver projects of every scale with precision and efficiency.
Results That Speak:
We transform store networks from transactional spaces into engaging brand destinations that strengthen relationships, enrich experiences and drive measurable commercial growth.
Integrated Creative Partnership:
From brand repositioning and campaigns to spatial design and rollout, we offer a fully integrated service aligned to your commercial ambitions.
