Times Travel
Creating a segment retail brand to fulfil the needs of travellers
FMCG and Retail Branding: Times the Bookstore in Singapore wanted to develop a retail brand aimed at the travel segment passing through airport. It needed to borrow heavily from their main high street brand but would be tailored to the needs of travellers. Having worked with Times the Bookstore Group on other project, Tangible were well positioned to help with this project. The opportunity was to create a sub-brand that clearly did not offer the range of products available at the larger retail outlets but that clearly positioning the sub-brand offering popular paperbacks, periodicals, news and stationery items. As retail space at major airports is highly competitive, there was a need to develop a compelling brand and offer that made sense of being situated at a prime location within terminal three.The name and rendering of 'Times Travel' set the expectation and the use of popular mastheads logos (e.g.: The Economist etc) it helped set the expectation of the offer without jeopardising the Time brand.
Marketing & Communications
A visual identity was developed to create credibility for Times within the travel segment. By leveraging the brand identities of publications such as Newsweek & The Economist on the fascia, Times Travel instantly achieved a credible image by standing on the shoulders of giants, i.e.: The brands it carried. A design system was then developed and extended through In-store signage and graphics. Finally, a messaging system was developed to position the sub-brand as up-to-date with current affairs. Sadly Times is closing its stores in Singapore
Spaces & Places
Tangible developed a series of options for the store concept and product offer. Once the final scheme was approved we briefed the interior design team. The presentation of the brand, the proposed interior design scheme, and the product offer were all part of the tendering process for Changi Airport’s Terminal 3.
