Rebranding for Macy’s Marketplace

  • Rebranding for Macy’s Marketplace
Rebranding for Macy’s Marketplace 2016-12-05T20:59:53+00:00

Project Description

Rebranding for Macy’s Marketplace

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:

  •  Explore, develop and implement the “fresh” brand evolution concept
  •  Rename Marketplace as FRESHFOOD
  •  Position Macy’s’ signature food items as the departmental “heroes.”
  •  Visually rebrand with a modern, clean, fashionable style in vibrant greens (to highlight food/retail freshness)
  •  Repurpose applicable existing graphic fixtures for FRESHFOOD use
  •  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 other cities nationwide.

 

 

Rebranding for Macy’s Marketplace

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:

  •  Explore, develop and implement the “fresh” brand evolution concept
  •  Rename Marketplace as FRESHFOOD
  •  Position Macy’s’ signature food items as the departmental “heroes.”
  •  Visually rebrand with a modern, clean, fashionable style in vibrant greens (to highlight food/retail freshness)
  •  Repurpose applicable existing graphic fixtures for FRESHFOOD use
  •  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 other cities nationwide.

 

Rebranding for Macy’s Marketplace

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).