365 Retail Markets

Refining a Tech-Driven Brand Strategy.

365 Retail Markets leads the globe in vending technology solutions. Engaging in an ambitious acquisition strategy since 2016, they encountered a challenge: their offerings began to overlap, diluting the brand’s clarity. Our task was to streamline their acquisition approach and refine their product portfolio, aligning it with the cutting-edge tech company they aimed to become.

Adopting a Branded House Approach

In the B2B sector, cohesion under a single brand umbrella often leads to greater clarity and strength. Facing the complexity of integrating over 15 acquisitions, we transitioned 365 Retail Markets to a Branded House structure. This strategy included a comprehensive branding and naming playbook, facilitating seamless integration at various stages—from pre-acquisition through to full integration.

Read more on brand architecture:

An illustration in a collage style of an umbrella with coloured stars
Collage illustration of an ID lanyard with fingers pointing at it

Revolutionizing the Product Portfolio

The shift to a Branded House allowed for a significant transformation in how 365 Retail Markets presented their products. We evolved the naming strategy from abstract to descriptive, a move that resonates well in the B2B landscape. This, coupled with stringent guidelines for visual presentation, transformed a disparate assortment of hardware and software into a unified, technology-focused product suite.

Read more on product portfolios:

Repositioning the Brand

Throughout our stakeholder discussions, a common vision emerged—365 Retail Markets viewed itself not merely as a vending company but as a tech innovator. However, this vision was not reflected in their market positioning. Our strategy introduced “Conveniently Smart” as the brand platform, signalling a shift towards a tech-oriented identity that aligned with their vision and market expectations.

Read more on repositioning brands:

An illustration in a collage style of car steering wheel with colour arrows
Example of the 365 Retails Markets logo redesign

Example of the 365 slogan, Conveniently Smart
Mockup of a credit card with the 365 Retail Markets branding
Payment terminal with the words No cash. No wallet. No problem


Brand colours
365 adcept with the words Grab. Pay. Walk away.

Example of the new 365 branding applied to a poster for an app
Example of the brand applied to web ui components