Food Lion, a popular grocery store that spans many of the southeastern and mid-atlantic states, was looking to emphasize the health-conscious, family focused and community based concerns of their brand by revitalizing it with a program called Your Store For Life. The idea was that each season would have an in-store program focused on some aspect of health (healthy body, healthy community, healthy Earth, etc.) and how Food Lion's goods and services (as well as information contained in a series of booklets), can become a faithful neighborhood standby for achieving these goals.
I wanted there to be a common visual theme throughout all of the printed material in the program of white space and bold imagery. Grocery stores are full of visual chaos, and so many brightly colored labels and signs all competing for attention, that a "less is more" approach to the design was used in order to attract customers to Your Store For Life displays. Additionally, the use of bright, straightforward photography and illustration was used with the white space in each book to create a fresh, inviting atmosphere for the reader learning about new concepts.