SUPERVALU

SUPERVALU® distributes essential food products to communities across the nation. After the $390 million acquisition of Unified Grocers, SUPERVALU teams engaged in the important work of integrating the two great organizations. This included a strategic set of changes to the brand’s identity to realign with the changing market, customer base, and workforce. The project was an evolution of its existing identity, modernizing its image while maintaining its core strategy. Refreshed guidelines and visuals were easily accessible and downloadable online to help ensure brand integrity in communication nationwide.

Project Type: Brand Refresh | Client: SUPERVALU | Role: Lead Designer | Team: Brand & Marketing

Mission

We feed our communities: our families, friends and neighbors. As a leading grocery wholesaler, countless people rely on us to provide the essential food products that nourish them. Our fulfillment hinges on this vital mission.

Promise

We Deliver® is not just a tagline, it's a promise. A promise to always deliver our best in value, integrity, and results.

The primary color palette is inspired by hues that appear in the kitchen, with warm reds, stainless steel grays, and chef whites.

Photography

New brand photography is reflective of the energy that drives the company and all of our activities. The photographic style is simple, direct, and authentic to best express the essence of who we are to our outside audiences. Photos use single-focus compositions that feel natural and un-staged.

Graphic elements

A 55 degree angle is used throughout the brand graphic elements. The angle mimics the angle of the SUPERVALU® V and simply reinforces the familiar shape. On its own, the angle creates interesting graphic lines, shapes, backgrounds, and color or photo containers.

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