The Project
Client: Kroger
Deliverables: branding / logo design
The Ask: Create a logo for Kroger's Go Fresh & Local Supplier summit, where small local business pitch their products to sell in Kroger stores.
The Results
The typography and layout, especially the iconic swoop from the "g," allude to the overall brand, while a green pin illustrates the ideals of this initiative: freshness, local-sourcing, and sustainability. The logo design appeals to a more conscientous audience (think Whole Foods and Fresh Market shoppers) while fitting seamlessly into the Kroger brand ecosystem.
Concepts & Process
These are some of the other concepts that were explored, helping to narrow the focus and weed out what was and wasn't working. For example, while the circular badges lean nicely into the rugged expertise & craftsmanship of local sourcing & small businesses, the complexity would have proved difficult to adapt and execute across both digital & out-of-home deliverables. At the same time, leaves and the fruit & vegetable illustrations catered too heavily to farms and the produce category.
Final Logo Design
This concept pulled ahead the rest as the clear choice for the the brand. Its simplicity allows for flexibility, but it works hard to effectively convey the goals for this initiative wholly and concisely. The suite of logos provide options that work for every application, both IRL & online while the mark itself heroes freshness without leaning too heavily into any one category.
Photo Credit: Prepared Foods
