The class meaning of silent design in consumption: Graphic design analysis through the visual identity of BIM stores

Retail faces intense competition as consumer habits and market dynamics continually change. Chain stores seek customer loyalty and differentiation. Visual identity is a key strategic tool for brand recognition. This study aims to understand the strategic importance of chain supermarket visual identity efforts and to investigate the impact of a chain supermarket's visual identity elements on brand success, using the example of Turkey-based United Stores Inc. (BİM). As a rapidly growing retail chain in Turkey, BİM has pursued a notable strategy in visual identity and achieved strong performance in this area. Therefore, it serves as an instructive case study on the role of chain stores' visual identity in gaining strategic advantages. BİM's growth and expansion support the critical role of visual identity in the retail sector. In this context, the simple and functional graphic design language defined as "silent design" carries significant class connotations, particularly in markets catering to the lower economic classes. In this study, based on the example of Turkey-based Birleşik Mağazalar A.Ş. (BİM), BİM's visual identity elements, such as store design, logo, and packaging, were evaluated in terms of both brand recognition and customer loyalty. The quiet design approach was found to be effective in BİM's reach to low- and middle-income consumer segments and in strengthening its brand image. Furthermore, this design language is central to its marketing strategies and provides BİM with a strategic advantage in the competitive retail market. The study highlights the importance of class dynamics and graphic design in the marketing processes of chain stores' visual identities. The research examines BİM's visual identity strategies—store design, logo usage, and packaging—to assess their contribution to the chain store's success. This helps clarify the role of visual identity in competitive retail.