The Strategy Behind the Randall’s Rebrand
Randall’s has always been rooted in service, community, and everyday usefulness. As the store grew to include office supplies, gifts, cards, home goods, stationery, and essential services, the brand needed to better reflect everything Randall’s offers today.
The rebrand brings every side of the business together under one clear identity: Office | Gift | Home — balancing heritage, reliability, warmth, and thoughtful curation.
Our Colour Strategy
Walnut Brown
Kraft Brown
Olive / Moss Green
Sandstone Blush
The Logo Strategy
The “Randall’s” Wordmark
The "Rule"
Office | Gift | Home
The Background Strategy
The Brand System in One Line
Together, these elements highlight a brand that feels trusted, practical, warm, and rooted in the community.
The new Randall’s identity is more than a new logo — it is a clearer expression of what the store already is: a destination for practical needs, thoughtful gifts, and everyday items that feel personal.
Walnut Brown
Our Identity Colour
Walnut Brown gives Randall’s authority, permanence, and trust. It feels established, printed, and dependable — never trendy, harsh, or forgettable.
As the brand’s identity colour, Walnut Brown balances both sides of the business: reliable enough for office supplies, and warm enough for gifts, cards, and home goods.
Kraft Brown
Our Grounding Colour
Kraft Brown grounds Randall’s in office supplies, logistics, paper, packaging, and practical everyday goods. It feels tangible, useful, and connected to the real products people rely on.
As a grounding colour, Kraft Brown reinforces the store’s practical foundation — keeping the brand office-first while still feeling warm, approachable, and thoughtfully curated.
Olive / Moss Green
Our Organizing Colour
Olive and Moss Green bring calm, balance, and structure to Randall’s. They help organize the brand across office, gift, and home, making the store feel thoughtful, curated, and easy to shop.
As organizing colours, these greens soften the office side so it does not feel too corporate, while giving the gift and home side a more considered and intentional feeling.
Sandstone Blush
Our Human Colour
Sandstone Blush adds warmth, celebration, and personality to Randall’s. It represents the human side of the store: cards, gifts, special occasions, thank-yous, sympathy, hosting, and everyday gestures of care.
As a humanizing colour, Sandstone Blush keeps the brand from feeling too utilitarian or transactional — reminding people that Randall’s is not just a place to pick up supplies, but a place to find something meaningful.
The “Randall’s” Wordmark
The “Randall’s” name is set in a serif font to carry a sense of history, trust, and permanence. It gives the brand character, making it feel established, familiar, and rooted in the community.
The wordmark appears in Walnut Brown because it balances both sides of the business: dependable and professional for office supplies, while warm and personal for gifts, cards, and home goods.
The "Rule"
The line between “Randall’s” and “Office | Gift | Home” is called a rule. It anchors the logo, creates a clear pause, and helps separate the brand name from what the store offers.
Rules are often used in books, newspapers, certificates, stationery, and formal printed materials, which quietly reinforces Randall’s connection to paper, trust, craft, and permanence.
Office | Gift | Home
The “Office | Gift | Home” line uses clean, modern type to reflect how people live and shop today. Customers may come in for printer paper, leave with a birthday card, browse home goods, or use a printing service all in one visit.
This simple type keeps the logo clear and easy to understand, making the brand feel current without losing its character.
The Background Strategy
The logo background is a warm parchment beige with a soft paper grain. It feels connected to recycled stationery, sketch paper, archival envelopes, light kraft, and warm ivory.
This texture makes the brand feel printed, tactile, and human — reinforcing Randall’s connection to paper, craft, care, and permanence while supporting office supplies, cards, gifts, home goods, and everyday services under one cohesive identity.