Modernizing to meet every customer moment

Refreshing the total brand experience

BRAND identity
content strategy
design language system
experiential design
research & insights

A transformative solution

Faced with an identity crisis, Stop & Shop, a division of Ahold Delhaize, needed to find a way to redefine and elevate their brand to drive profits and increase awareness. So, we brought a solution that transformed their stores and corporate headquarters into attractive destinations and created cohesive guidelines, which established a consistent brand experience for customers and employees alike.
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We created a targeted outreach campaign to engage expectant moms at risk of developing preeclampsia. Shortly after, we reimagined the experience as part of a follow-up program focused on expectant moms who are Black.

Unifying the brand experience and empowering the brand to be iconic

see how we unified the brand

With more than 400 grocery stores across the Northeast, Stop & Shop plays a big role in their customers’ daily lives. The century-old grocery chain, owned by Ahold Delhaize, invested in a new brand identity: a modernized version of their 20th-century stoplight signal logo. They chose us to find impactful ways to implement that investment across their stores, office environments, delivery fleet branding, signage systems, loyalty programs and private brand labels.

Creating a series of new visual elements allowed the brand to reach its full potential

Explore the approach

We dug into the new identity to pinpoint what worked, what didn’t, and created new visual elements, including new colorways, a custom two-font system—established through a handwriting analysis—and guidelines for using photography that enabled Stop & Shop to deploy their new visual brand strategy effectively.

We set the tone and voice in a simple, ownable style for the brand to deliver a consistent product story

unpack the strategy

To successfully deliver the brand to the right audience, in the right voice, at the right time, we analyzed the brand messaging strategy and created style guides containing positioning statements, taglines, brand attributes, tone of voice and pre-approved marketing copy to be used by internal brand managers, agency partners and third-party vendors to ensure consistency.