Re-branding of this regional grocery retailer, including; new name, brand identity, store design, private brand packaging, flyer design and marketing calendar development / execution.
Have been a long term
fan of Patrick and
Rodmell & Company. Creative; smart;
massive experience.
PACO UNDERHILL
Global retail expert and renowned author of,
Why We Buy: The Science of Shopping.
THE ASK
Reinvigorate the brand, marketing and retail experience of Choices Markets – a regional grocery chain renowned for fresh, local, natural, and organic foods.
THE CHALLENGE
Appeal to a younger demographic while retaining the brand’s values and remaining the brand of Choice for its passionate customer base.
SERVICES PROVIDED
Research & Insights
Customer Experience Optimization
Marketing
Product & Service Strategy
Brand Identity
Retail Concept / Experience
Marketing / Advertising
Web, Digital & Social Media
Package Design
Customer Segmentation
Brand Strategy & Positioning
Brand Activation
Name Generation
CONSULTING
BRANDING
CREATIVE
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.
Tyler Romano
CHOICES MARKET
Director of Marketing
BEFORE
BRAND EXPRESSION
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.
BRAND DEVELOPMENT
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.
BRAND REINVENTION
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.
BRAND ICON
The striking ‘heartbeet’ icon is, literally, at the heart of the brand.
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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.
BRAND GUIDELINES
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.
RETAIL CONCEPT
The refined brand position is vividly reflected in the store concept we created for the latest location in Parksville, BC.
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Bright and contemporary, the new store’s design reinterprets the brand’s authenticity.
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We provided design intent, design, a wide range of
in-store communications, and a complete store signage package.
DESIGN INTENT
The design intent phase bridges the design concept and the physical store build. After creating store elevations, design and fixture specifications, we collaborated with the client's store planners and construction teams to bring the new Choices Market brand experience to life.
