300 Kiosks. 20 Stores. One Connected Africa.
The Brief
We were tasked with reimagining Orange’s physical retail presence to strengthen brand visibility, accessibility, and consistency across key markets. The objective was to deploy a scalable, modular retail solution that could rapidly extend Orange’s footprint while delivering a seamless, on-brand customer experience at street level.
Our mandate was clear: bring Orange closer to the customer, without compromising brand integrity, functionality, or quality.
Rolling Out Orange at Scale
From Containers to Kiosks
Orange is a brand synonymous with connection, reliability, and innovation. Our rollout strategy focused on translating these values into high-impact physical environments; from fully fitted container stores to compact, high-frequency kiosks. Designed to meet customers where they live, work, and move.
Through the deployment of 20 container stores and over 300 kiosks, we transformed everyday touchpoints into powerful brand moments, ensuring Orange was not just visible, but accessible, recognisable, and trusted.
Our Approach
Signature Orange Brand Presence
We brought Orange’s unmistakable identity to life through disciplined and consistent use of its iconic colour palette, typography, and graphic language. Each container and kiosk was instantly recognisable, creating strong visual continuity across locations while standing out in busy urban and township environments.
From exterior branding to interior finishes, every element reinforced Orange’s position as a modern, confident, and customer-centric brand.
Modular Design, Built for Scale
The container stores and kiosks were designed as modular, repeatable units, allowing for rapid deployment without sacrificing quality or functionality. This approach enabled Orange to scale efficiently across multiple regions while maintaining a consistent brand and service experience.
Each unit was engineered to balance operational efficiency, durability, and customer comfort, ensuring long-term performance in high-traffic environments.
Functional Retail Meets Brand Experience
Beyond visibility, the spaces were designed to work hard commercially. Clear service zones, intuitive layouts, and practical merchandising ensured that customers could transact quickly and confidently; whether purchasing airtime, SIMs, devices, or accessing customer support.
The result was retail infrastructure that didn’t just look like Orange, but worked like Orange.
Bringing the Brand Closer to the Consumer
A key objective of the rollout was proximity. By placing kiosks and containers in strategic, high-footfall locations, Orange became part of the daily rhythm of its customers’ lives. These weren’t destination stores—they were convenience-driven brand touchpoints that removed friction and increased engagement.
Enhancing the Customer Journey
Consistent Experience, Anywhere
Whether interacting with a kiosk or entering a container store, customers experienced the same clarity, professionalism, and brand confidence. Staff environments, product displays, and customer interfaces were aligned to ensure a seamless experience regardless of location or format.
Brand Trust at Street Level
The physical presence of well-designed, professionally branded units played a critical role in reinforcing trust and legitimacy, particularly in emerging markets where physical infrastructure strongly influences consumer confidence.
Orange wasn’t just present – it was credible, dependable, and permanent.
Results
A Scalable, High-Impact Retail Ecosystem
The rollout delivered a step-change in Orange’s physical visibility and market penetration, creating a unified retail ecosystem that could scale rapidly while maintaining brand discipline.
As a result, Orange achieved:
Increased Brand Visibility:
A strong, consistent presence across hundreds of locations significantly boosted top-of-mind awareness.
Improved Customer Access:
By meeting customers closer to where they are, Orange reduced barriers to entry and increased daily interactions.
Operational Efficiency at Scale:
Modular design enabled faster rollout, easier maintenance, and consistent service delivery.
Strengthened Brand Trust:
Professionally executed physical assets reinforced Orange’s reputation as a reliable, future-focused telecoms leader.
Through this rollout, Orange moved beyond traditional retail expansion. It built a distributed brand infrastructure one that lives in the streets, serves real needs, and delivers meaningful connection at scale.
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