AX Store

The fastest growing gaming store in Kuwait

The brand

AX Store is one of the biggest gaming accessories store online in Kuwait and UAE with over 10,000 active customers. Despite being so popular in Arab countries, and having a strong Instagram influence already in place, AX Store has never had a congruent branding, and website that stood out on its own. And we were entrusted to reimagine their vision, and create a site that would speak to their brand values and take their brand to another level. Online store from gamers to gamers.

AX Store case

Understanding the challenge.

AX Store needed a website that would simplify the product searching process and offer a much more enjoyable purchasing experience. Previous store made it hard for users to sort through products and filter them by specifications. 

We were faced with issues like: plain and boring user interface, really basic filtering options, no dynamic categories, lack of branding, not optimized mobile experience, as well as limited search filtering.

Problems

Solutions

Logo concepts

We were tasked with preparing a complete rebranding package for the AX to go alongside the new website. The most important part was creating a memorable logo emblem.

In the process we have prepared 6 logo concepts of which number 1 was chosen. 

Logo

Explanation

We took a concept of an X letter consisting of a letter “A” and “X” inside of it. Then we offset the top part to the left and removed the outline fill to create the AX. We wanted to create a logo that not only show the “A” and “X” but rather intertwine them together to create an interesting and dynamic emblem that can be easily placed on any kind of product – whether it be digital or print. We have used one drawn out line without any brakes or gaps to create one congruent, symmetric, modern, and professional look.

Logo Black White
Logo Black

Style Guide

Colors

RGB

255 255 255

RGB

248 53 58

RGB

217 217 217

RGB

255 255 255

RGB

RGB

Main

Alerts

RGB

255 255 255

80%

60%

40%

80%

60%

40%

80%

60%

40%

Other colors for UI

Typography

Gilroy

bold

medium

light

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Andale Mono

bold

light

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Buttons

Logo in use

AX logo with brand’s tagline
– from gamers to gamers

Branded Merchandise

We have created branded merchandise such as t-shirts and key tags

Printed media

Stationery design for office use and necessary printed media

business cards AXSTORE v1

From gamers to gamers

Concept IG – 2 scaled

The rebranding package included the complete overhaul of AX Store’s Instagram account with new rebranded templates for product launches and online social media campaigns.

ax store

Website has been design mobile-first and we wanted to create an easy purchase experience for AX Store’s clients. Easily accessible filtering options, slide-out carts, and AJAX product search were the most important factors.

bags@2x 1

New Instagram branding was put in place, with all the new patterns, components, graphics, and illustrations. 

Mask Group

A style guide for website and digital use was created for future use and an easy reference point. 

AX Store rectangle – 2

The fastest growing
gaming store in Kuwait

Shopping Basket