Minibox — DEFT

>> Self Storage is your room away from home that you can store almost anything that you want in. Whether it be de-cluttering your home, storing business records or products or just re-claiming that spare room, with Minibox, you control your space.<<

Project Type: Storage Facility
Client: Minibox HK
Status: Concept Design
Location: Chai Wan, Hong Kong
Description: Identity, Corporate Redesign/Branding
Design Team: Peter Lampard, Norman Ung, Abdul Yeung, Tony Lai, Hazel Yuen, Casey Chun

When a facility offers features like climate control, state-of-the-art storage, specialist movers, vehicle parking, package acceptance, a 25 storey building solely owned, operated and dedicated to storage and so much more, a rebrand is the perfect way for customers to tap into those deeper values a brand is providing.

Minibox self-storage had been providing storage options for individuals and businesses since 2002. A top brand in the self storage industry, Minibox were looking to break into new vertical markets with a fresh, strong look and a complete corporate rebrand.
The Brief
Brand consistency is key to everything Minibox produces and ensuring a clear, concise message to the market is what helps to keep them at the fore front of the industry. Minibox formerly called Minico, came to us with a great brief - to attract more people to the idea of self storage with Minibox.

Challenge
The self storage market is highly competitive and very fragmented, so our challenge was to create a strong brand that would stand out and set a new benchmark for the industry. In addition to a rebrand, the company also needed to create a consistent customer experience across Hong Kong in its existing locations.
Solution
Hong Kong is well-known for its “shoebox” apartments. With an average living space of 140 square feet (sq ft) per person, 76% of residential units lack a dedicated storage area. Through a structured market research program we surveyed consumers all over Hong Kong to understand their storage needs, storage habits, knowledge and decision-making.

The name Minibox Storage was selected to reflect the growing importance of storage space in everyday life and position the company to take advantage of new developments in Hong Kong’s self storage market.

The visual branding was kept simple and contemporary to stand out from much of the dated branding in the storage market. A strong colour pathway of blue and green was chosen to represent security, growth and trust. Bold text, thick lines, contrasting colours and obvious shapes formed our solution to this brief. The branding benefit of the solid appearance of this logo is the inference that goods will be secure and safe with Minibox Storage. Finally the branding was applied to a wide range of materials and digital infrastructure including the website, EDMs, print collateral, signage and display stands.

As with many businesses that rise to success and then have the capability to spread out because of it, a sense of harmony can be a difficult thing to accomplish. While some companies strive to maintain unity through events, promotions, conferences and parties, a corporate rebrand can do the trick too as is the case with Minibox.

In business for more than 13 years, the facilities have all the features customers have come to expect from storage: a variety of unit sizes, security cameras, climate-controlled facilities and much more.