Pearl River Mart Branding Case Study
For more than forty years Pearl River Mart was a retail beacon for the downtown Manhattan community and a connection for Asian Americans to Chinese culture. The closing of the flagship store in Soho, and the take-over by big box retailers, created nostalgia for a downtown that longed for bespoke products.
Pearl River reopened with a smaller footprint. For the brand relaunch, the company chose an approach that was at once a nod to the past, and a sign of what the store would become. Particle refreshed the iconic brand identity, designed new marketing and communications materials, environmental signage for the new retail storefront, and developed a new e-commerce website on Shopify. Built-in mobile shopping tools and intuitive backend settings gave staff the ability to customize every facet of the Pearl River website, and take advantage of a range of digital marketing and SEO tools. Particle also designed the company’s “friendship box:” a bi-monthly shipment of curated goods from Pearl River’s bestselling and all-time favorite items.