CHALLENGE

Harris Teeter is a grocery store that is located in the southern states of the US. The company has a few problems with their current branding; it is all over the place. Also, there are hundreds of poor reviews relating to their bad customer service. The other issue we addressed is their logo. Our favorite description of the logo from the interviews we conducted was, "It looks like a butterfly of food.

TARGET AUDIENCE

Women and men (but mostly women), 28-40 yrs old, $50k HHI

They are mothers and fathers with super busy schedules. They’re running their errands in between driving the kids from school to practice to dance to soccer, etc.

INSIGHT

+ When it comes to grocery shopping, the target audience is always looking for the quickest way to get it done.

SOLUTIONS

+ Create a more user friendly atmosphere that enhances the customer’s experience.
+ Unify the entire brand under this new rustic, southern hospitality feel.
+ Appeal more to the proper target audience.

TEAM

Alexa Skoulis - Account Planner + Art Director

Ariel Munthe - Art Director

* This is work that I did while at SCAD.

LOGO REDESIGN

INTERIOR DESIGN

SHOPPING BAG REDESIGN

DELIVERY TRUCK

We created a food delivery truck that would allow customers to select and purchase their groceries online or using the newly designed app (shown below).

TAPE DESIGNS

The tape designs relate to specific grocery departments. These designs also are used throughout the store for aisle markers and on employee uniforms to make sure the overall shopping experience is easier for them.

EMPLOYEE APRON DESIGNS

Employees would wear aprons with the corresponding department design that they worked in. This would allow customers to easily identify an employee in each department.

PACKAGE DESIGN

APP DESIGN