Greggs:
Developing a new “always-on” in-shop visual identity
Hero’ing Greggs’ distinctive brand assets whilst elevating the overall look and feel.
// Case Study
Greggs:
The challenge
Greggs’ in-shop screens had become crowded with constant deals, launches and menu messaging, all with their own look and feel. This was making it harder for Greggs to communicate clearly and consistently to its customers. Our challenge was to streamline in-store communications and build a visual identity rooted in Greggs’ brand values, while making quality and value feel more distinct.
The Buyer Insight
With 95% of buying decisions made subconsciously, reducing cognitive load is key to easing the burden on buyers. Distinctive brand assets drive clarity, simplicity and familiarity to anchor mental availability. Our idea was to strip back the visual noise in-store and return to Greggs’ visual basics to improve clarity, confidence and purchase motivation.
The solution
We created a new always-on in-shop visual identity that used Greggs’ colours, fonts and design cues to simplify messaging and elevate hero products. Blue backgrounds, Greggs yellow highlights, a price-point frame and bold food photography gave the brand more consistency and more breathing room across print and digital.
The Behavioural Impact
The new system helped customers notice and process offers more clearly, increasing consideration from 38.3 percent in June 2025 to 39.7 percent in December 2025, and purchase intent from 17.1 percent to 19.1 percent over the same period.
Since introducing the ‘Always On’ visual identity, we’ve seen a real difference in how our in-shop communications land with customers. The simplified, more consistent approach has created space for our products and value to stand out, and the feedback from both our teams and customers has been incredibly positive. It’s a great example of how returning to our core brand codes can drive stronger engagement and support meaningful improvements in brand perception.