friendly service encourage curiosity family oriented quality ingredients embrace culture
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checkers history Checkers has been a family affair since 1987. Family and community are two consistent themes in the life of Jim Lewis. “I walked into Rusty’s IGA at Ninth and Iowa when I was 18 and applied for a job I needed to have while attending KU.Years later I had the opportunity to come back to Lawrence and purchase the stores,” Lewis said, remembering his start in the grocery business. “Lawrence still has a small-town atmosphere, and I know a lot of our customers personally. This is one of the things I like best about doing business in this community.” Checkers employs approximately 120 people. Lewis said several employees have worked with him since 1982, when he owned Rudy’s IGA. “They have become like family. I feel very fortunate to have these relationships,” he said. Now Lewis’ passion is providing his customers the very best quality, local and fresh products at the lowest possible prices and having fun doing it each and every day. Lewis is proud of the fact that Checkers is the only local, home owned, home operated, family grocery store in Lawrence.
unfortunately, many people don’t think of checkers in this positive light
so what’s the problem? probelm checkers is precieved by clients as dirty and sketchy
why? many potential clients are turned off by the dated exterior and those who do come inside are dissatisfied with the dingy warehouse-style interior
why? the brand is old and gives the impression that the store and products will also be old
graphics and type do not work together, and this disconnect causes unhappiness
the current layout of the store causes confusion and frustration: racks and isles are scattered and the inconsistency causes general visual competition and difficultly walking through store
there is a lack of consistency within the store signs and typography that lead the store to look chaotic
floors are cement and there is a lot of clutter that gives a very busy impression
But with some help, it can become more!
checkers is local family that encour community t new cultur unique cuisi quality ingr
the only ly market rages the to explore res through ines with redients
to suggest list local market family fresh produce special cuts vibe organic adventure excite picnic community colorful pantry wholesale exchange
barter crisp green natural original raw current brew spark energy seasonal experimenting friendly approachable gentle vital
fundamental experienced essential nutrients necessary grocery bodega food mart bazaar emporium trading post deli booth shop square personal
truthful honest possibilities culture authentic curiousity fresh ethnic kitchen cook chef refresh cleanse taste delicious treat
ideal mindspace functional
mental
Checkers gives me high quality products at a low cost, so I can be both health and money conscious
Checkers encourages me to experiment with new cultural recipes with their ethnic sections and free recipes
social
Spiritual
Shopping at Checkers allows me to identify with a group of people who value high quality, diverse food regardless of culture and age
Checkers involves the Lawrence community through events, classes, and fundraising/food drives
ideal brand code product/benefit
mission
high-quality produce, meats, and other goods, including ethnic cuisine
encourage foodies to explore new ethnic dishes and bring the community together through good food
positioning
vision
diverse cultural products and local meats/produce for the best cooking discoveries
embrace individuals who love food and want to experience something new
styling
values
fresh, clean, organic with an adventurous, cultural flair
family-oriented, good food, community, culture, celebration of curiosity
explore culture curiosity authentic fresh
explain checkers visual brand flaws/prospective
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create new logo and style guide design new website coupons, ads, posters, recipe cards digital and print weekly ads emphasize the story behind the store
- create community centered events BBQ/picnic, cooking classes/contest, open market days - promotional flyers, ads, posters - section on website for upcoming
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more user friendly layout (avoid “warehouse�) redo floor material and paint walls new wayfidnding signage updated price tags/signs new uniforms for employees
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quadrant graph
original
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friendly
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imitative
hoity-toity
bar graphs (3-5) representation
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real
abstract
time movement
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retro
avant-gard
sophistication
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cheap
luxurious
technology
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high-tech
handmade
space
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goal statement The goal is to create an updated brand that gives checkers a more approachable and fresh vibe that appeals to both the college student and family audiences. The aim is to move away from “cheap warehouse” and move toward “inexpensive local market”
gotham book
gotham bold
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abcdefghijklmn opqrstuvwxyz
abcdefghijklmn opqrstuvwxyz
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Romnesim orteric ivatam, nossulius, unit, me omne egerteniquod reniceri tem sidiuste comnin praecon feconlost iactusIctabutum vidica; iur. Si publin sentes seniquast ortusse, vasdam per praecon rum Satam.
Romnesim orteric ivatam, nossulius, unit, me omne egerteniquod reniceri tem sidiuste comnin praecon feconlost iactusIctabutum vidica; iur. Si publin sentes seniquast ortusse, vasdam per praecon rum Satam.
hand written script
bembo regular abcdefghijklmn o p q r s t uv w xy z abcdefghijklmn opqrstuvwxyz
Romnesim orteric ivatam, nossulius, unit, me omne egerteniquod reniceri tem sidiuste comnin praecon feconlost iactusIctabutum vidica; iur. Si publin sentes seniquast ortusse, vasdam per praecon rum Satam.
primary focus on freshness, green as vitality and also sustainablility
light green
mid gray
dark gray
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secondary embrace bright colors of culture and cuisine
cream
mid orange
bright purple
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bright teal
Golden yellow
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transition spread
begin application images >>>>>>>>>
application: stationary/ business cards
application: website
mock-up computer (1-2)
mock-up screens (4-6)
application: way finding signage (in store mockup photo and flat signs) welcome produce deli fresh cut meats dairy bakery dry goods frozen check-out
application: event posters (in place and flat) 2-3 --event images (people, community, food, culture) farmers market booth family picnic party cooking classes with friends
application: email newsletter (seasonal version SUMMER and holiday special version THANKSGIVING)
application: coupons, weekly ad
application: promotional posters (could go along with newsletter topics: SUMMER/ THANKSGIVING)
application: billboard, grocery bag, tote, swag
closing image/quote