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About

Retail communication program for Macy's Fresh Food.
Published:
Company:
Macy’s
     
Project:
Marketplace department renaming, rebranding and communications system overhaul.
     
Purpose:
Evolve Macy’s’ Marketplace brand into one that better represents its in-house, made-fresh-daily food line, enhances aesthetic appeal, and standardizes brand chain-wide (Marketplace looks differed per store).
     
Solution:
1) Explore, develop and implement the “fresh” brand evolution concept
 
2) Rename Marketplace as FRESHFOOD
 
3) Position Macy’s’ signature food items as the departmental “heroes”
 
4) Visually rebrand with a modern-clean, fashionesque style in vibrant greens (to highlight food/retail freshness)
 
5) Repurpose applicable existing graphic fixtures for FRESHFOOD use
 
6) Establish FRESHFOOD branded environmental (murals, column wraps), navigational and point-of-purchase communications, as well as department serving items (paper products, menus, etc.) and iconography
     
Outcome:
Macy’s branded FRESHFOOD retail communications system launched in Chicago and then rolled out to another specific cities nationwide.