Smart & Final, a West Coast warehouse supermarket chain with 320 stores generating $4.5B in revenue, was preparing for an IPO to fund expansion. They lacked a clearly articulated brand story to fuel that expansion, and had fragmented audiences across their two main businesses: warehouse and supermarket.
Even though Smart & Final’s customer base was differed between small businesses and community shoppers, their emphasis was to remain committed to the communities they serve. The challenge was turning this diversity of customers from a disadvantage to an advantage.
We worked with the Smart & Final team to uncover the differentiated truth about their business – they were a business steadfast in their desire to remain committed to the communities they serve.
Services
Creative direction
Brand strategy
Campaign design
UX design
Contributors
Cole Nielson,
Creative direction &
Graphic design
A re-brand that tells a story
A new shared shopping experience