CHOICES MARKET
[ Scope ]
Brand System, Retail Graphics, Environmental Design, Brand Identity, Signage Design, Print Production
[ Description ]
Brand refresh and retail graphics system for a BC grocery brand evolving its identity for a new generation of health-conscious shoppers.
[ Year ]
2023
Role
Senior Designer, Rodmell & Company
Client
Pattison Food Group
Completed
2023
Team
Creative Director: Mike Woodgate, Marcus Nilsson
Copywriter: François Baillargeon
Account Team: Cristina Docanto, Birgit Kibbel
Scope
Brand System, Retail Graphics, Environmental Design, Brand Identity, Signage Design, Print Production
My Contribution
Led the brand redesign from concept through execution, developing the visual system and applying it across store environments, signage, promotional materials, and production-ready assets.
Role
Senior Designer, Rodmell & Company
Client
Pattison Food Group
Completed
2023
Team
Creative Director: Mike Woodgate, Marcus Nilsson
Copywriter: François Baillargeon
Account Team: Cristina Docanto, Birgit Kibbel
Scope
Brand System, Retail Graphics, Environmental Design, Brand Identity, Signage Design, Print Production
My Contribution
Led the brand redesign from concept through execution, developing the visual system and applying it across store environments, signage, promotional materials, and production-ready assets.
Overview
Choices Market is a BC-owned grocery retailer with a long-standing reputation in natural, organic, and specialty foods. After years of growth, the brand needed to evolve its identity and retail experience to better connect with younger, health-conscious shoppers while maintaining trust with its existing customer base.
The challenge was to modernize a 30-year-old brand without losing the values and familiarity that made it recognizable. The refreshed identity also needed to work as a practical system across store environments, signage, promotional materials, and ongoing communications.
Direction & Approach
The creative direction focused on balancing freshness, credibility, and warmth. The goal was to create a more contemporary brand expression that felt relevant to today’s grocery landscape while still respecting Choices Market’s grassroots heritage.
I helped develop a visual language built around clarity, approachability, and stronger in-store presence. This included refining the use of colour, typography, illustration, photography, and layout to create a more cohesive customer experience across touchpoints.
System Thinking
The project was built as a scalable brand system with guidelines for layout, colour, typography, illustration, photography, and in-store applications.
My role extended from concept development to final production, including visual system design, store graphics, promotional materials, and production-ready artwork. Working within a small team, I helped ensure the refreshed identity could be applied consistently across the retail environment while maintaining quality through execution.
Outcome
The refreshed identity gave Choices Market a more modern, cohesive, and confident brand presence while preserving the values that mattered to its existing customer base.
The updated system improved consistency across store environments and customer-facing materials, helping create a more engaging retail experience and a stronger platform for future brand communications.
The work helped reposition Choices Market for continued growth, supporting a more relevant expression for younger shoppers while maintaining loyalty among long-time customers.
Role
Senior Designer, Rodmell & Company
Client
Pattison Food Group
Completed
2023
Team
Creative Director: Mike Woodgate, Marcus Nilsson
Copywriter: François Baillargeon
Account Team: Cristina Docanto, Birgit Kibbel
Scope
Brand System, Retail Graphics, Environmental Design, Brand Identity, Signage Design, Print Production
My Contribution
Led the brand redesign from concept through execution, developing the visual system and applying it across store environments, signage, promotional materials, and production-ready assets.
Direction & Approach
The creative direction focused on balancing freshness, credibility, and warmth. The goal was to create a more contemporary brand expression that felt relevant to today’s grocery landscape while still respecting Choices Market’s grassroots heritage.
I helped develop a visual language built around clarity, approachability, and stronger in-store presence. This included refining the use of colour, typography, illustration, photography, and layout to create a more cohesive customer experience across touchpoints.
System Thinking
The project was built as a scalable brand system with guidelines for layout, colour, typography, illustration, photography, and in-store applications.
My role extended from concept development to final production, including visual system design, store graphics, promotional materials, and production-ready artwork. Working within a small team, I helped ensure the refreshed identity could be applied consistently across the retail environment while maintaining quality through execution.
Outcome
The refreshed identity gave Choices Market a more modern, cohesive, and confident brand presence while preserving the values that mattered to its existing customer base.
The updated system improved consistency across store environments and customer-facing materials, helping create a more engaging retail experience and a stronger platform for future brand communications.
The work helped reposition Choices Market for continued growth, supporting a more relevant expression for younger shoppers while maintaining loyalty among long-time customers.
Overview
Choices Market is a BC-owned grocery retailer with a long-standing reputation in natural, organic, and specialty foods. After years of growth, the brand needed to evolve its identity and retail experience to better connect with younger, health-conscious shoppers while maintaining trust with its existing customer base.
The challenge was to modernize a 30-year-old brand without losing the values and familiarity that made it recognizable. The refreshed identity also needed to work as a practical system across store environments, signage, promotional materials, and ongoing communications.
Overview
Choices Market is a BC-owned grocery retailer with a long-standing reputation in natural, organic, and specialty foods. After years of growth, the brand needed to evolve its identity and retail experience to better connect with younger, health-conscious shoppers while maintaining trust with its existing customer base.
The challenge was to modernize a 30-year-old brand without losing the values and familiarity that made it recognizable. The refreshed identity also needed to work as a practical system across store environments, signage, promotional materials, and ongoing communications.
System Thinking
The project was built as a scalable brand system with guidelines for layout, colour, typography, illustration, photography, and in-store applications.
My role extended from concept development to final production, including visual system design, store graphics, promotional materials, and production-ready artwork. Working within a small team, I helped ensure the refreshed identity could be applied consistently across the retail environment while maintaining quality through execution.
Outcome
The refreshed identity gave Choices Market a more modern, cohesive, and confident brand presence while preserving the values that mattered to its existing customer base.
The updated system improved consistency across store environments and customer-facing materials, helping create a more engaging retail experience and a stronger platform for future brand communications.
The work helped reposition Choices Market for continued growth, supporting a more relevant expression for younger shoppers while maintaining loyalty among long-time customers.
Direction & Approach
The creative direction focused on balancing freshness, credibility, and warmth. The goal was to create a more contemporary brand expression that felt relevant to today’s grocery landscape while still respecting Choices Market’s grassroots heritage.
I helped develop a visual language built around clarity, approachability, and stronger in-store presence. This included refining the use of colour, typography, illustration, photography, and layout to create a more cohesive customer experience across touchpoints.
Role
Senior Designer, Rodmell & Company
Client
Pattison Food Group
Completed
2023
Team
Creative Director: Mike Woodgate, Marcus Nilsson
Copywriter: François Baillargeon
Account Team: Cristina Docanto, Birgit Kibbel
Scope
Brand System, Retail Graphics, Environmental Design, Brand Identity, Signage Design, Print Production
My Contribution
Led the brand redesign from concept through execution, developing the visual system and applying it across store environments, signage, promotional materials, and production-ready assets.