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.
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