Modernizing a brand to meet every customer moment

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 fleets, signage systems, loyalty programs and private brand labels.

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 brand identity.

To successfully deliver the brand to the right audience, in the right voice, at the right time, we analyzed the brand language 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.