Winn-Dixie Brand Guidelines
REINVENTING & SOLIDIFYING THE WINN-DIXIE BRAND
Having worked on a number of key creative projects with the brand, we knew the next step was to evolve it fully to create consistency and cohesion to their look and feel throughout the store and beyond.
Client
Winn-Dixie
Sector
Retail
Location
US
We partnered on
Brand guidelines
As we approach guidelines for an existing brand, many things come under our design and communication microscope. Everything a customer might interact with is considered. From top line navigation in-store, to print magazines, digital comms, website look and feel, down to granular (but no less important) price and promotion tags. No stone is left unturned. We create consistency over a vast number of assets so customers have a clear picture and journey when shopping at Winn-Dixie, no matter the touchpoint.
Creating clarity
We worked collaboratively with Winn-Dixie defining the brand DNA from which everything stems. We understand a brand is much more than just a logo. It’s everything a customer sees and feels when they interact with a brand. There’s always a balance to strike between achieving a level of cohesiveness to brand assets and keeping it fresh.
Getting the tone right
So many brands want to be known for a warm and friendly persona. We believe we’ve genuinely achieved that. As the brand guardians for Winn-Dixie we’ve created a strong, iconic brand that is also full of personality. It’s warm and accessible but we also know how language needs to flex from simple, clear messaging to more aspirational or playful in tone.
Details, details, details
They’re what make a successful and useful set of brand guidelines. We’ve rationalised the use of type, created an extensive colour palette, created guidelines for photography and set an illustration style. We believe the little details are so important in creating the larger brand image.
Walk the walk
The guidelines were created in the image of what a really good example of a piece from Winn-Dixie should look like. The balance of language against visual assets and photography and the warm, friendly tone of voice. It was also important for it to act as a practical guide for an in-house studio team. Anything we presented in the guidelines had to be achievable, so we provided crystal clarity and robust guidance around every instance of design execution the in-house team would take on.
The benchmark for a successful project like this has to come from our client and we’re thrilled to say that it has been very well received within the business.