With over 50 years of history in Zimbabwe, OK Stores are an integral part of life in the country. Around 2022, however, the management had identified a need for an evolution of the brand. There were some persistent associations with the South African business of the same name, and the stores themselves also needed to undergo a significant refresh. Our brief was to rebrand the retail format to reflect the more modern and independent aspirations, making a strong link back to the core emotion of happiness that unites the entire family of brands at a corporate level.