BRANDING | CREATIVE STRATEGY| STORE DESIGN | PRODUCTION
Helping Canadians make
every dollar count.
In 2018, FreshCo underwent a significant redesign to demonstrate to shoppers that they were a serious player in the discount grocery market. However, the previous design's over-stylization and black-and-white photography inadvertently gave shoppers the impression that their prices were higher than their competitors'. The FreshCo rebrand aimed to reduce this price perception gap by highlighting their low prices, so much so that they added "Lowering food prices" to their new tagline.
FreshCo dominates the retail space with its signature bright green branding, a sight that can't be missed in stores, on streets, and across digital networks. We reinforced the message of lower food prices by introducing the ubiquitous down arrow mnemonic, featured prominently in-store with new decor and across all paid and owned assets. Look out for the pops of red and yellow from our Locked and Low and Fresh Deals sales programs, making sure customers know they're getting the best deals in town.
We overhauled the flyer and e-flyer to drive value and inject the new brand look.
We developed the brand photography which is bold and green to convey that FreshCo offers good quality, fresh food for less.
My team and I were responsible for designing and launching the FreshCo website and social media channels, with main goal of added value for our customers
The team was responsible for creating and executing and overseeing 50+ grand openings across Canada.
THE SUCCESS:
Since undergoing the rebrand and launching many successful campaigns such as WE LET OUR PRICES DO THE TALKING, the price perception gap between FreshCO and competitors has reduced. FreshCo has now rebranded across the GTA and continues to expand in the Western market.
WHAT MY TEAM DELIVERED:
- Rebrand of creative and brand book in partnership with Juliet Agency
- Writing
- Tone of Voice
- Web Design
- Art Direction
- Video Direction
- Photography Direction
- Content Strategy
- Social Strategy
WHAT WE ACHIEVED:
- Closed price perception gap from 10% to less than 5%
- Return on marketing spend increased by 21%
- Sales growth outpaced category growth by 72%