| Sweetbay Supermarket
2005 ReBrand 100: distinction
Order of information below: Before Image, Rebrand Images, Summary/Rebrand Strategy, Credits
Challenge - After a decade of weak sales and inconsistent strategy, Florida's Kash 'n Karry Food Stores required a repositioning. The challenge was to create a bold, new approach without alienating existing customers. Strategy - The VIA Group began by refining a new brand strategy and creating the selected name, Sweetbay. Then we designed a new identifier and a visual, verbal, experimental and conceptual system to convey the spirit and personality of Sweetbay. From this base, work ranged from in-store decor to signage to brand guidelines to business systems to product packaging to advertising. Result - The result has been a dramatic increase in store sales and higher per-cart purchases. Credits : Client : Sweetbay Supermarket - www.sweetbaysupermarket.com Creative Firm : The VIA Group - www.vianow.com Chief Creative Officer, Founding Partner : Rich Rico Senior Client Strategist : Julia Brady Client Strategist : Denise Karkos Associate Creative Director : Steve LaChance Art Director : Patrick Sperry Senior Writer : Peter Terhune Senior Production Designer : Aimee Kudlak back |
