Page 1

Where Shopping Is A Pleasure

STYLE GUIDE BY: ALICIA JACOBSON & SHELBY PTACEK


TABLE OF CONTENTS HISTORY/VISION & GOALS...........................................................................2 ABOUT....................................................................................................................3 TARGET AUDIENCE/CUSTOMERS..............................................................4 MOOD BOARD..................................................................................................5 TEXTURE.............................................................................................................6 SWATCHES..........................................................................................................7 FONTS.................................................................................................................8 LOGO CONCEPTS 1-2..................................................................................9 LOGO CONCEPTS 3-4.................................................................................10 STYLE GUIDE.................................................................................................11-12 MEDIA...............................................................................................................13 WRAP UP..........................................................................................................14


HISTORY Publix Supermarkets is the largest employee owned supermarket chain in the United States George W. Jenkins founded Publix in 1930 and Is Currently Publix is focused in the South East with the largest concentration of stores in Florida and its second largest market is in Georgia. Publix’s CEO is William E. Crenshaw Publix is a service oriented super market encouraging it’s employee’s to go the extra mile for their customers

VISION & GOALS Publix is Passionately Focused on Customer Value, Intolerant of Waste, Dedicated to Dignity, Value and Employment Security of the Associates They are devoted to the highest standards of stewardships of our Stockholders and involved as reasonable citizens in our communities. Publix wants to continue to be one of the top 100 companies to work for and strives to have employees that are passionate about customer services and the grocery industry.

2


ABOUT Tone: Warm, Welcoming, helpful, passionate Niche: Southern, women, Homemakers Target Audience: The Publix target audience is Women (mom and wives) ages 23-40 who are shopping for their families and themselves. Industry: Publix is in retail supermarket industry providing consumers with high quality grocery items. Products/Services: Publix provides grocery goods to its customers as well as pharmacy, bakery, deli, meat, money service/ customer service.

UNIQUE SELLING POSITION *The only customer service oriented food retailer *They hire people with disabilities

OBJECTIVE/GOAL/PURPOSE Publix, as an organization, strives to gain more market share in the south east, gain a larger loyal customer base, increase sales, increase consumer identity and improve on their customer service each and every day.

3


TARGET AUDIENCE Woman ages 23-40 who are shopping for their families and themselves

CUSTOMERS Publix Supermarkets are located Florida, Georgia, Alabama, South Carolina, North Carolina, and Tennessee. In total there are 1,080 Publix Supermarkets in the Southeast. There is no specific locations, but most Publix supermarkets tend to be near cities and places where travel is frequent or where there are no other grocery stores. Hobbies for our customers include going to work, taking care of their children, working out, getting together with other females once a week, and going to church

Our target customers are in the middle to upper middle class having a yearly income between $40,000-$80,000 dollars. We believe that the middle class is where most families in the US fall and we create our store format for them accordingly. We also cater to the families who are possibly in the lower middle class using the EBT or WIC Checks. Our customers have occupations across the board. They do everything from being a full time stay at home mom to owning and operating their own business. Our target customer has gotten at least her AA degree but the majority have a bachelors degree or higher, as well as many of them are married. We provide our target customers with wholesome grocery items to feed their growing families and minds.

4


Mood Board

5


Texture

6


SWATCHES OPTION 1 C - 57 M - 28 Y - 89 K-8

C-5 M-2 Y - 17 K-0

C - 28 M-0 Y - 79 K-0

C - 53 M - 65 Y - 58 K - 37

OPTION 2 C - 56 M-0 Y - 100 K-0

C - 74 M-0 Y - 98 K-0

C - 44 M - 20 Y - 100 K-1

C - 35 M-7 Y - 100 K-0

OPTION 3

7

C - 63 M-0 Y - 78 K-0

C - 31 M-0 Y - 27 K-0

C - 79 M - 15 Y - 96 K-2

C - 13 M-2 Y - 33 K-0

OPTION 4 C - 86 M - 33 Y - 100 K - 26

C-0 M - 49 Y - 42 K-0

C - 75 M-5 Y - 100 K-0

C - 12 M-4 Y - 36 K-0


Fonts FONT: Dream Orphans SIZE: 30 pt WEIGHT: Bold

FONT: CaneletterSans_PersonalUse SIZE: 12-24 WEIGHT: Regular

FONT: CaneletterSansThin_PersonalUse SIZE: 12-24 WEIGHT: Thin

FONT: Dream Orphans SIZE: 30 pt WEIGHT: Regular

8


LOGO CONCEPTS 1-2 N1

Wh

ere

Sh

op p

ing

Is A

Ple a

su

re

OPTIO

OPT

ION

ere

Wh ing

opp

Sh Is A re

asu

Ple

9

2


LOGO CONCEPTS 3-4 OPTION 3

Publix Where Shopping is a Pleasure

OPTION 4

Where Shopping Is A Pleasure

10


STYLE GUIDE FINAL COLOR SWATCH OPTION 4 C - 86 M - 33 Y - 100 K - 26

C-0 M - 49 Y - 42 K-0

C - 75 M-5 Y - 100 K-0

C - 12 M-4 Y - 36 K-0

FINAL LOGO

Where Shopping Is A Pleasure

11


FINAL FONTS FONT: Dream Orphans SIZE: 30 pt WEIGHT: Bold IN TEXT: This font will only be used for headings and for the font used on our final logo.

FONT: CaneletterSans_PersonalUse SIZE: 12-24 WEIGHT: Regular IN TEXT: This font will only be used for the subheading “Where Shopping Is A Pleasure”

FONT: Dream Orphans SIZE: 30 pt WEIGHT: Regular IN TEXT: This font will only be used for the body of the paragraphs

12


Media PAPER BAG

REUSABLE BAG

DELIVERY TRUCK

GIFT CARD

13

PLASTIC BAG


Wrap-Up With the re-branding of Publix we focused on our target market of women ages 23-40 who are shopping for their families and themselves. Our goal was to attract that target market and cater to their needs and wants. We did not completely change Publix’s color scheme but brought in some coral and lighter beige, as well as the heart logo gaining the needed warmth for the female customer. The heart is also trying to remind our customers that food brings families together and food is at the heart/center of many families. We feel we accomplished this with the new color scheme, and logo making it warmer and more female focused.

14

ART 230: PUBLIX REBRAND  
Read more
Read more
Similar to
Popular now
Just for you