Reinvigorate the brand, marketing and retail experience of Choices Markets – a regional grocery chain renowned for fresh, local, natural, and organic foods.
Appeal to a younger demographic while retaining the brand’s values and remaining the brand of Choice for its passionate customer base.
Research & Insights
Customer Experience Optimization
Product & Service Strategy
Retail Concept / Experience
Marketing / Advertising
Web, Digital & Social Media
Brand Strategy & Positioning
Working closely with the incredible talents from Rodmell & Company, we set out to reimagine Choices Market for the future. Our new brand expression has received overwhelmingly positive response from our existing customer base and sets the stage for us to attract the next generation of healthy lifestyle customers.
Director of Marketing
Founded in 1990, Choices Market grew from a local, natural foods store into a multi-store leader in specialty foods and healthy nutrition. While the banner remained true to its original values, its locations began to feel dated and lack consistency.
After working closely with our client to identify the brand's core attributes, we established the strategic foundation for the Choices brand platform.
Once captured, the underlying attributes were used in developing a new brand identity with support from relevant symbols.
We explored a series of creative territories, each highlighting different aspects of the brand's attributes.
We developed a friendly and confident brand identity representing our refined brand positioning, anchored by the ‘Heartbeet’ – a bold, brand-defining icon reflecting the retailer’s values.
The striking ‘heartbeet’ icon is, literally, at the heart of the brand.
The beet represents a genuine, down-to-earth commitment to promoting fresh, local, organic and specialty foods.
The heart symbolizes a deeply felt care for the health of customers, communities, the environment and helping people make informed, nutritious choices.
To ensure cohesive impact and consistency of brand applications, we created brand guidelines to help inform store design, marketing communications and all expressions of the brand moving forward.