Overview

Welch's Stop and Shop is a grocery specialty store in my hometown of St. John, Indiana. Its original branding suffered from inconsistencies in logo design, color theming, and typography, so my goal was to create a new, effective logo design and Identity Standards and Guidelines manual. I took inspiration from old-fashioned emblem logos to generate a modern yet nostalgic logo, communicated through a charming illustrative style. ​​​​