A&P
A dynamic update
A traditional style supermarket with stores in New York, New Jersey, Massachusetts, Connecticut, Vermont and New Hampshire, A&P was a solid fixture and recognized industry leader in food merchandising but growth had slowed and competition had increased.
Challenges
Outdated retail presentation undermined efforts to reinvigorate an historically prominent supermarket chain
Actions
Initiated nationwide study of A&P’s retail identity, interviewed headquarter executives, field personnel and inspected facilities in the U.S. and Canada, including competitor stores
Designed a new and comprehensive visual identification system—logotype, signage, color scheme and marketing materials—to provide a dynamic update and signal a changed culture, while maintaining the equity elements that A&P was known for