A retail wayfinding system for Oz, designed for street-facing flagships, corner units in shopping malls and pop-up displays.
The goal is a standardized, repeatable and low-maintenance wayfinding system that builds on the brand's distinctive storefront. It helps first-time visitors reach their destination quickly, makes return visits more efficient, and supports coordinated operations across multiple stores.
Site Assessment and Design Principles
Site surveys and observations at different times of day showed clear entrance identification and functional zoning, but insufficient reassurance at turns, inconsistent pricing and promotional formats, and reflections that reduced legibility at night. Three principles guide the design. Structure first: organize information around routes, decision points and spatial interfaces, with decoration serving readability. Consistency first: unify naming, coding and layout grids across stores. Operations first: standardize all variable information through templates that can be updated in 5–10 minutes.
System Strategy
The approach brings together one grid, two viewing ranges, three sign types, four coding levels and five delivery stages. One grid: a consistent 8 pt/4 mm module governs sign layouts and hardware tooling, supporting rollout at scale. Two viewing ranges: 15–25 m for facade and primary identification; 1–7 m for directions and rules, with defined type size, contrast and illuminance thresholds. Three sign types: permanent signs for storefronts, zones and overview maps; variable information for prices, featured products and member benefits; and temporary guidance for peak-time queues and maintenance diversions. All use standardized magnetic or slide-in fittings. Four coding levels: store–zone–location–product, combining letters, numbers and color bands to connect with inventory and data systems. Five delivery stages: survey, prototyping, pilot refinement, full rollout, and handover of the asset register and standard operating procedures.
Visual and information rules
Color: the brand's burgundy leads the palette, complemented by metallic gold and ivory. High-contrast black and gray text keeps information legible at every distance. Typography and sizing: highly legible Chinese and Latin sans-serif typefaces give both languages equal prominence. Storefront lettering is at least 180 mm, zone lettering 80–120 mm, route directions 28–36 pt, and detailed information 18–24 pt. Monospaced numerals maintain alignment. Icons: consistent stroke weights and corner radii follow ISO and accessibility standards; arrows, numbering and price-label graphics share geometric proportions. Layout: left alignment, evenly spaced columns and fixed line spacing. Menus and price labels follow the sequence category–key benefit–specification–price–customer benefits, minimizing the need to reread. Lighting: neutral 4000–4500 K light with glare control. Metallic gold is limited to selected borders to reduce strong reflections.
Touchpoints and Scenario-Based Rollout
Exterior approach: illuminated storefront lettering and projecting flags provide visibility from two directions. Corner stores use a corner-mounted brand emblem and column signage to improve recognition from a distance. Entrance and welcome: seasonal highlights and a quick-reference directory sit to the right of the entrance; returns, exchanges and member benefits are summarized on the left. Routes and reassurance: directional arrows mark every turn, with reassurance signs every 12–15 m along longer aisles. Floor markings and zone signs define demonstration and checkout areas. Shelving and endcaps: variable templates unify endcap promotions; shelf edges display location numbers and prices, with QR codes linking directly to stock availability and material information. Checkout and service: checkout checklists cover receipts, packaging and loyalty points. After-sales counters present the service, required documentation and estimated time in three clear parts. Safety and accessibility: high-contrast templates identify accessible routes, fire safety equipment and emergency assembly points, with minimum illuminance maintained at night.
Operations and Deliverables
An integrated operating framework connects the asset register, template library and live data. Every sign has a unique code and installation and maintenance records. Price labels and promotional cards are generated from templates in a single step and can be replaced by one person within five minutes. QR codes connect to live floor plans, inventory and standard operating procedures. Inspection checklists define intervals, tolerances, cleaning and illuminance standards. Deliverables include a wayfinding master plan and sign location drawings, sign layout and icon guidelines, exploded hardware drawings and bills of materials, mounting heights and lighting specifications, plus operating procedures and training materials. With a standard grid and shared fittings, the Oz system can be replicated quickly across store formats, maintaining clear organization, reliable legibility and a consistent expression of the brand.