Skip navigation
HomeHomeServicesAwardsWinnersNews + ResourcesCollaboratorsaboutcontact
Walmart 2010 REBRAND 100 Winners > distinction
Industry: Retail Stores/Property Developments
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits

share this page



Industry Setting - Since its first store opened in 1962, Walmart has grown rapidly from its roots in rural America to a global presence as one of the world’s most successful retailers. Always looking to stay in tune with customers, the retailer undertook a massive initiative to revitalize its brand.

Challenge - Walmart needed to extend its appeal to a broader audience without losing sight of its core customer base. As a well-established and highly visible brand, Walmart wanted to refresh its identity while retaining brand equity, and bring the brand to life with over two million associates in 7,000 stores.

Strategy - Our strategy is best summarized by the new tagline “Save money. Live better.” which emphasizes how smart shopping not only saves money, but also enables customers to live better lives.

We focused on refreshing Walmart’s positioning to shift the focus beyond price to the emotional benefits of shopping at Walmart and the shopping experience. Our team also translated the new Walmart brand into all aspects of the in-store experience -- from designing new interiors and signage to merchandising display concepts.

Result - We created a new logo and visual system that communicates the brand attributes that shoppers value. Our “Brand Book” inspires and guides Walmart associates, while an online brand center is a real-time source for brand guidelines. Retail environment prototypes provided Walmart with new ways to approach the shopping experience.


Client: Walmart -

Brand Strategists/Designers: Lippincott -
Creative Director Brand Identity: Su Mathews
Creative Direction: Andres Nichols and James Wright
Brand Strategy Lead: Rick Wise
Designers: Aline Kim, Saki Tanaka, Dolores Phillips, Alissa Tribelli
Production: Jeremy Darty and Brendan DeVallance


© 2004-2014 REBRAND™ Terms of Use