Macy's Fresh Food

  • Company:
    Macy’s
         
    Project:
    Marketplace department renaming, rebranding and communications system overhaul.
         
    Purpose:
    Evolve Macy’s’ Marketplace brand into one that better represents its in-house, made-fresh-daily food line, enhances aesthetic appeal, and standardizes brand chain-wide (Marketplace looks differed per store).
         
    Solution:
    1) Explore, develop and implement the “fresh” brand evolution concept
     
    2) Rename Marketplace as FRESHFOOD
     
    3) Position Macy’s’ signature food items as the departmental “heroes”
     
    4) Visually rebrand with a modern-clean, fashionesque style in vibrant greens (to highlight food/retail freshness)
     
    5) Repurpose applicable existing graphic fixtures for FRESHFOOD use
     
    6) Establish FRESHFOOD branded environmental (murals, column wraps), navigational and point-of-purchase communications, as well as department serving items (paper products, menus, etc.) and iconography
         
    Outcome:
    Macy’s branded FRESHFOOD retail communications system launched in Chicago and then rolled out to another specific cities nationwide.