Shop fronts. I photograph them because I’m a bit of a nerd. It’s a condition where I stare, smile and shoot. You know when you see someone photograph something and you think what the hell is he taking a photo of? Well, that’s me.

Here’s one I took in Paris. On my trip it occured to me. Store exteriors are the packaging designs of retail shop fronts. The principles mimic each other.

But, it’s how they are expressed is what makes them different.

👉 Brand identity is a reflection of what’s inside.
💥 Disitinctive brand assets help jog people’s memories.
👀 They should be branded in such a way that makes it easy for people to find and buy from you.

Most retail businesses stop there. But not Monsieur in the photo. He’s out there shucking oysters when his restaurant is shut. He’s embraced the value of customer experience. He’s turned his shop front into a theatre for his brand.

There’s a lesson in that. Instead of designing shop fronts in terms of brands colours and logo decals, think about the customer experience. What’s the piece of the brand people can take away with them? Even if they don’t come in or buy. Because your brand is what others think of it. You are in charge of the narrative. You. No one else. In what ways are you giving people a chance to notice you? Give them an idea of what you’re about.

So instead of ticking boxes on your shop front design. Start kicking it with experiences that your customers will remember.

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