OVERVIEW
Driven to make you smile.
Kearys collaborated with Principle to evolve their Carstore brand, positioning it as a bold disruptor in the used car market. Built around trust, clarity, and differentiation, the refreshed identity creatively incorporating road-inspired elements in the wordmark, reflecting movement and the driving experience. This vibrant visual system extended into a dynamic brand toolkit, ensuring consistency across digital platforms, social media, and physical showrooms. With a no-haggle, no-pressure sales approach and a welcoming, family-friendly environment, Carstore’s strategic transformation successfully redefined the used-car buying experience in Ireland.
Kearys is a prominent motor group based in the south of the country, proudly representing brands such as BMW, Nissan, Renault, and Hyundai.
In 2017, recognising emerging trends across the UK and Europe, they identified an opportunity to redefine the used-car buying experience for the Irish market. The result was Carstore, Ireland’s first used-car supermarket. With a no-haggle, no-pressure sales approach, Carstore offers a bright, welcoming showroom designed to create a stress-free experience for all customers – even making it a destination that would appeal to families and children.
Test Drive.
Launching with two Carstore locations in Cork and Dublin, Kearys tested the market. Sales figures and customer feedback quickly surpassed expectations. Inspired by this success, they turned to Principle in spring 2020 to help evolve the Carstore brand with a refreshed identity and more focused visual and verbal messaging.
Differentiate the deal.
Kearys’ vision for Carstore was to establish a nationwide car supermarket brand built on three key principles: trust, clarity, and differentiation. As a long-established family business with a sterling reputation, Kearys brought credibility to the Carstore name. Their scale and network empowered them to offer the broadest selection of vehicles with transparent, trustworthy deals. Carstore positions itself as a maverick in the used car market and differentiates its position with a vibrant identity and engaging tone of voice.
Driven to make you smile.
The refreshed Carstore wordmark was designed with all things driving in mind. Median lines, off-ramps, roundabouts, T-junctions subtly present within the wordmark, which gave us dynamic visual narrative to create inspiring video and digital brand reinforcement opportunities. Softened edges and a refreshed colour scheme further enhanced the brand’s friendly, approachable feel, ensuring it would stand out in a competitive marketplace.
This visual identity was extended into a comprehensive brand toolkit, supporting Carstore’s presence across digital platforms, social media, and physical forecourts, reinforcing consistency and impact at every touchpoint.
WHAT WE DELIVERED
Brand Strategy
– Research & Insight
– Brand Positioning
– Tone of Voice
– Messaging
Brand Identity
– Visual Brand Identity
– Verbal Brand Identity
Brand Expression
– Digital Communications
– Marketing Assets
– Forecourt Assets
Carstore positions itself as a maverick in the used car market and differentiates its position with a vibrant identity and engaging tone of voice.
The refreshed Carstore wordmark was designed with all things driving in mind which gave us a dynamic visual narrative to create inspiring video and digital brand reinforcement opportunities.
Softened edges and a refreshed colour scheme further enhanced the brand’s friendly, approachable feel, ensuring it would stand out in a competitive marketplace.
The visual identity was extended into a comprehensive brand toolkit, supporting Carstore’s presence across digital platforms, social media, and forecourts, reinforcing consistency and impact at every touchpoint.
