Identity design and packaging system

objective – Fry's Electronics is a big-box store and retailer of software, consumer electronics, computer hardware, with in store computer repair and custom computer building services and household appliances with a chain of superstores headquartered in Silicon Valley. Starting with one store located in Sunnyvale, California, by 2008 the chain posted sales of $2.4 billion and operated 34 stores in nine states. The objective was to create a new retail identity system reflecting their strong position in consumer electronincs.

solution – We have committed our visual system to Avatecture, and to the Avatar as the core concept guiding the re-branding of FRY’S. An avatar is a graphic representation of a person communicating through real-time, online chat, or 3D fantasy world. It is a character in any of the thousands of video game titles that are on the shelves today. 

Our goal is to introduce our primary Avatar and its ever-evolving family of supporting friends to the public, and to continually relate them to our customers in entertaining, engaging, and educational ways.