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BRANDING
THE POWER OF UNIQUENESS


Dollarama


Year: 2023
Project: Branding Refresh
Client: Ian Gregory
Scope: Logo Redesign | Brand Applications | Brand Manual

 Since its first Quebec dollar store opened in 1992, Dollarama became Canada’s fastest-growing retail chain, recognized by 93% of adult Canadians. 

Despite the company’s exponential growth, its branding system has remained the same since the beginning, with just one minor logo revision in 2009.

The goal of this project was to modernize the brand’s identity so it would reflect its current status as a mega-corporation without disrespecting its character and the business model that led it to become what it is today.

Designed for the Corporate Design 2 course at the GBC SOD.