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Creative

Open Modernises PenguinPickUp Brand Design

Toronto creative company creates friendly identity for the shipping brand as it expands in Canada

Open Modernises PenguinPickUp Brand Design

As online shopping continues to grow so does the problem of shipping. Packages being returned if you're not home, porch pirates and just the cost of delivery are all pain points PenguinPickUp has set out to resolve. As part of the company’s Canadian expansion, it needed to modernise their its before opening new locations.

Toronto-based Open created the identity and identity system that reflected the simple, convenient and friendly nature of the service. The brand guide was used to inform everything from business communication tools to website design, advertising, store design, and social media. The new logo was inspired by a map pin point, to become an easy to spot wayfinding symbol.


PenguinPickUp is the friendly neighborhood shop that takes the hassle out of online orders. They offer a free, convenient, one-stop pickup location for all your online purchase. With locations across Canada, the company makes uniting you with your packages a breeze.

Founded in Toronto by Christian Mathieu and Martin Beauvais, Open is a creative company focusing on strategy, advertising and design. Open has done work for a range of clients including SMYTHE, Damiva, Toys“R”Us, Evergreen, Twitter Canada, Food Basics (METRO) and Cara (KELSEYS). 
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Creative Agency

Account Executive: Karine Duval

Art Director: Jessica Rogers

Client Service Director: Anne Ngo

Copywriter: Rebecca Skinulis

Creative: Martin Beauvais

Creative Agency: Open

Partner: Martin Beauvais, Christian Mathieu

Strategy: Christian Mathieu

Category: Business Services , Mailing