Stop & Shop
Stop & Shop needed a rallying cry for its stores, employees, and private label brands to reconnect with shoppers.
Strategy / Naming / Identity / Brand Design / Retail Experience
Opportunity
Busy working families struggle getting everything done in a day, but when they do, they feel a real sense of accomplishment. We found opportunity to help make their lives easier so they can spend more time doing the things they love.
The Change
The new brand strategy defines a value system that puts the customer first. The new identity signals change, rekindles the connection to the brand’s true self, and creates an empathetic relationship with shoppers. Now, customers think differently about how they shop for groceries and the simple and personal shopping experience makes their lives easier.
Impact
Different store models were rolled out in 3 regions across 21 stores to best serve various shopper needs. Same store sales are up an unprecedented 10% in the rebranded stores. Stop & Shop expects to remodel 65 stores in 2020.
Related Articles
![CU_Stop_Bags Stop & Shop branded bags](https://changeupinc.com/wp-content/uploads/2020/06/CU_Stop_Bags.jpg)
![CU_Stop_Delivery Shop & Stop delivery van](https://changeupinc.com/wp-content/uploads/2020/06/CU_Stop_Delivery.jpg)
![CU_Stop_Book Stop & Shop visual equity assets](https://changeupinc.com/wp-content/uploads/2020/06/CU_Stop_Book.jpg)
![CU_Stop_Uniforms Stop & Shop employees wearing uniforms](https://changeupinc.com/wp-content/uploads/2020/06/CU_Stop_Uniforms.jpg)
![goRewards Stop & Shop go rewards packaging](https://changeupinc.com/wp-content/uploads/2020/06/goRewards-1.jpg)
![CU_Stop_Truck White Stop & Shop truck](https://changeupinc.com/wp-content/uploads/2020/06/CU_Stop_Truck.jpg)
![CU_Stop_Meals Pre-packaged meals from stop & shop](https://changeupinc.com/wp-content/uploads/2020/06/CU_Stop_Meals.jpg)
![CU_Stop_Meals2 Autumn harvest salad from stop & shop](https://changeupinc.com/wp-content/uploads/2020/06/CU_Stop_Meals2.jpg)
![Print Outside exterior of stop & shop store](https://changeupinc.com/wp-content/uploads/2020/08/StopShop_Website.jpg)
Rebranded stores up an unprecedented 10% same store sales.
![CU_Stop_Beer Stop & Shop store interior beer display](https://changeupinc.com/wp-content/uploads/2020/06/CU_Stop_Beer.jpg)
![CU_Stop_Produce Produce display at stop & shop](https://changeupinc.com/wp-content/uploads/2020/06/CU_Stop_Produce.jpg)
![CU_Stop_Pizza Pizza display at stop & shop](https://changeupinc.com/wp-content/uploads/2020/06/CU_Stop_Pizza.jpg)