A traditional style supermarket with stores in New York, New Jersey, Massachusetts, Connecticut, Vermont and New Hampshire, A&P was a solid fixture and recognized industry leader in food merchandising but growth had slowed and competition had increased.
- Outdated retail presentation undermined efforts to reinvigorate an historically prominent supermarket chain
- Initiated nationwide study of A&P’s retail identity, interviewed headquarter executives, field personnel and inspected facilities in the U.S. and Canada, including competitor stores
- Designed a new and comprehensive visual identification system—logotype, signage, color scheme and marketing materials—to provide a dynamic update and signal a changed culture, while maintaining the equity elements that A&P was known for