Stop&Shop Revisits its Roots

Stop&Shop, a 400-plus grocery-store chain in the U.S. Northeast, is sharing its new brand identity. In addition, some of the rebranded stores will test-market new grocery offerings so as to rebrand the customer experience as well, including such offers as allowing customers to make their own flavored olive oils and vinegars; a kombucha jug-refill station; poké bowl and taqueria stations; community tables for family-style, in-store dining; and a no-waiting-line check-out system.

Adaptive logos

Adaptive logos

Store officials note that the new brand is directly related to the store’s past identities, which is likely still embedded in current customers’ memories. Founded in 1941 (although the parent company was founded in 1914), Stop&Shop’s original stoplight logo was pulled out of service in 2008, to be replaced with what looked like a bowl of food/fruit or perhaps a flower. With this rebranding, the stoplight is back, with streamlined type and a looser lockup.

Read more details behind the rebrand here.

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