Corporate color identification, pattern system, brand carriers, and logo compose the actual brand identity. Though the prominent Armenian producer Alex Retail Company had their logo, our team’s task was to develop the rest of the brand components that will form the final brand presentation. Solid black, white, and orange shade derived from the tuff used in the store interior become the primary colors of the brand. After polishing the logo, its initials become the base for the corporate pattern design that will be used in the brand carriers’ design. Our team of designers and illustrators also worked on developing patterns that stand out by their typography style.