Bringing Grocery Shopping Online
Launching digital grocery brands that made online ordering more accessible and convenient for everyday shoppers.
As Foodtown and Morton Williams expanded into e-commerce, they needed distinct, consumer-facing identities that would encourage adoption while maintaining the trust of their established grocery brands. I helped launch both online shopping platforms by developing their visual identities and creating integrated marketing campaigns that introduced the new services across digital and in-store touchpoints.
Project Snapshot
Industry: Grocery Retail / E-Commerce
Audience: Grocery Shoppers & Local Communities
Channels: In-Store POS, Digital Advertising
Role: Art Direction, Naming Exploration, Brand Identity Design, Integrated Campaign Development
Deliverables: Logo Design, Launch Campaign, Digital Advertising, In-Store Signage, Retail Marketing
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Both Foodtown and Morton Williams were launching online grocery delivery services and needed to educate customers while building awareness and trust. Although the campaigns had similar business goals, each brand had its own separate identity and customer base.
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Developed each brand’s logo and visual identity.
Designed the creative system for both campaigns across all consumer touchpoints.
Created in-store POS materials, HTML5 display ads, Connected TV creative, Meta ads, landing page assets, and additional digital marketing collateral.
Adapted messaging and visual language to each grocery brand while maintaining consistency throughout every channel.
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Developed cohesive visual campaigns for Foodtown On the Go and Morton Williams Fresh to Your Door, creating scalable creative systems that translated across digital advertising, connected TV, social media, and in-store marketing while remaining true to each retailer's unique brand.
Brand Strategy & Identity Development
Foodtown On the Go
Working within established brand guidelines, I explored multiple logo directions that extended the Foodtown identity while emphasizing convenience and online ordering.
Logo Exploration
Final Identity
Morton Williams Fresh to Your Door
Beginning with the Morton Williams brand, I developed logo concepts across several naming options before refining the final identity for the retailer's new online shopping platform.
Logo & Naming Exploration
Final Identity
Point of Sale
Explored multiple visual directions before refining an identity that felt approachable, convenient, and immediately recognizable as an extension of the Foodtown brand.
Foodtown Window Sign
Morton Williams Window Sign
Foodtown Wobbler
Morton Williams Wobber
Digital Campaign (Foodtown)
Following the identity development, the Foodtown launch extended into a broader digital campaign that included paid social, HTML5 display advertising, and connected TV creative designed to introduce shoppers to the new online ordering experience.
CTV
