MEAT & SEAFOOD DEPARTMENT REBRAND

THE OPPORTUNITY:
Elevate New Seasons Market’s Meat and Seafood department to stand out as a true destination for quality, transparency, and craftsmanship. While the department was known for thoughtfully sourced, sustainably harvested, and locally raised products, its in-store presentation didn’t fully convey those values or help customers easily identify key product attributes when shopping.

THE IDEA:
Create a refreshed customer experience by identifying key attributes that New Seasons apart. Identify key attributes and translate them into a cohesive visual system, paired with updated signage and messaging that reflected the feel of a modern neighborhood butcher and fish market.

MY ROLE:
I led the creative direction and design for the rebrand. The final work included a suite of custom icons, refreshed typography, and in-store signage that elevated the department and improved the overall customer experience.