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


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.


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.

Stop & Shop branded bags
Shop & Stop delivery van
Stop & Shop visual equity assets
Stop & Shop employees wearing uniforms
Stop & Shop go rewards packaging
White Stop & Shop truck
Pre-packaged meals from stop & shop
Autumn harvest salad from stop & shop
Outside exterior of stop & shop store

Rebranded stores up an unprecedented 10% same store sales.

Stop & Shop store interior beer display
Produce display at stop & shop
Pizza display at stop & shop