Fresh Look for Fresh Food Grocery Chain

Photos courtesy Giant Food LLC.

In the mid-Atlantic region, there is a grocery store called Giant Foods. Specifically, Giant Food LLC, headquartered in Landover, Md., operates 181 supermarkets in Virginia, Maryland, Delaware, and the District of Columbia. Not a big deal to write about on a design blog, but their new logo and brand campaign are worth noting.

They've had their old logo for many years. And they have been a trusted brand for over 70 years. So why change the look?

They are making some changes in response to new trends in culture and technology. They also want to make some practices, that they've held since their founding, more clear to the public.

For instance, beyond cosmetic changes, customers will soon have an opportunity to sample a new range of fresh prepared foods and test a family friendly lane — a tabloid-free, candy-free checkout aisle that offers healthy snack alternatives such as yogurt, animal crackers and bottled water.

In the future, customers will also be invited to sample new technology designed to make shopping easier. Beyond self-checkout aisles, customers will enjoy new technology such as a digital kiosk to help customers avoid lines at the deli, or offering customer's a hand-held device which allows them to scan and bag groceries while they shop.

Their new, fresh approach to shopping with them is reflected in their new logo, brand, and environmental design.

According to Robin Michel, executive vice president and general manager of Giant/Landover, "The livelier, brighter colors represent a change, but the things that customers have come to know and love about Giant will always remain the same. We're proud of our heritage and our deep community roots and will continue doing what we've been doing right for more than 70 years."