Problem

Welch's Stop and Shop suffers from inconsistent and dated branding branding. As a small town grocer, it lacks the time and resources to establish design standards. Welch's uses at least five logos, each with different aesthetics and typography. Their color palette is constantly changing and their print resources disconnected from each other.  ​

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​Solution

After doing research on the Welch's Stop and Shop website and reflecting on my experience growing up in my hometown, I decided to amplify the small town feel of their brand. I implemented their signature blue color and pig imagery into the logo identity, but implemented a more detailed illustration style resembling woodcut. 

Process

Research ➜ Moodboarding ➜ Sketches ➜ Final Logo ➜ Logo Animation ➜ Mockups ➜ Identity Standards and Guidelines