Within the brand framework, it was decided to remove the word ’stock’ from the brand name, leaving only Max and creating a more streamlined identity that is memorable and unique in its segment. In accordance with the fun spirit of the brand, the logo was revamped. Each letter was designed with a different thickness, but with a subtleness and sophistication. The chosen color scheme maintained the original brand colors - yellow and red - with an emphasis on a minimalistic, subtle design.

The brand essence and slogan - it’s fun to buy here - describe the unique and genuine experience of the chain – a warm atmosphere and fun experience that are reflected in the rich, colorful variety of products on offer, and the good value and fair prices. The new brand language is unified, clear, recognizable and easy to work with. It was implemented gradually throughout the chain’s stores - beginning with shelves, sales-related communications, signage at points of sale, uniforms, and ultimately bags and additional elements.