Food Fresh is a value-based supermarket chain operating in the Carolinas. The project focused on a necessity to bring the brand into a more contemporary light, with an in-store need to add visual excitement, relevancy, with a healthy sized portion of ‘local’ – meaning fresh of course. We decided to have some fun with the specialty area concepts, adding spice with humour, but leaving shoppers in no doubt about where they were in the store. We also added in sensory elements – crates, wheelbarrows and (fake) lawn in the produce section – highlighting the farm fresh appeal. We also did a logo overhaul, adding in the words “Your local market” to bolster the local/fresh positioning, and, importantly, to provide some emotional drivers.
Even with a limited budget, creativity can go a long way.