Southeastern Grocers
Branding | Design
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Details
Southeastern Grocers, owners of Winn-Dixie, BI-LO, Harveys, and Fresco Y Mas grocery stores, needed updated branding for both their customer facing and internal pieces.
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Challenge
Bring the grocery chains into a modern era with updated branding that retained the overall feel under the Southeastern Grocers umbrella, but with their own individual styles and tones.
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Solution
New photography focusing on fresh ingredients brightened the brand, while elements like chalkboard backgrounds retained a ‘homely’ presence customers were familiar with.
Brand Assets Booklet
For internal use, the updated Brand Assets book provided a baseline for all new projects moving forward, as well as a visual representation for the locations as to how their signage should be displayed to the customers.
Exterior Standards mockups
In addition to the general standards and booklet layout, I was also responsible for setting consistency standards for the store exteriors, which differed from location to location based on if they were rented or owned, had restrictions on painting from landlords, shopping center layout requirements, etc.
Consistency under the same brand umbrella
To the left is another example of how I kept the same brand style consistent for all of Southeastern Grocers, but retained individual store personality. Different foods were used on branding to represent items commonly bought at those locations; BI-LO customers typically bought fresh fruits and produce, while the more rural Harveys sales focused heavily on red meats, rotisserie chickens, and packaged soups. Because stores are geographically located in different areas, shopper overlap was not a concern.
Variations in the “Local Produce” signage for BI-Lo and Winn-Dixie versions are shown below.