Signs of the Times - April 2020 - 38

SIGNS SPEAK UP
STORE SIGNAGE GETS BOLDER AND MORE INTERACTIVE.
BY MATTHEW HALL

IGNAGE has
long been a
"silent salesperson" in retail
spaces, assisting
with wayfinding,
sales promotions
and product information. But as
today's stores are in a life-and-death
battle with online retailers, signs are
being called on to do even more in
brick-and-mortar settings. Specifically, traditional print signs are becoming
more colorful and information-rich,
and digital displays are adding highresolution video and interactivity to
the equation.

S

HARVESTING LOCAL TIES
The grocery industry has always been
notoriously competitive and saddled
with excruciatingly narrow margins.
38

SIGNS OF THE TIMES

APRIL 2020

Add to that a recent influx of both
big-box competitors (such as Target
and Walmart) and online rivals such
as Amazon Prime Pantry, Blue Apron
and Peapod into the field, and it adds
up to longevity being no guarantee
of ongoing success for traditional
grocery stores.
Against that backdrop, the Save Mart
(Modesto, CA) chain of supermarkets
- which has been in business since
1952 and operates stores under the
Save Mart, Lucky California, FoodMaxx
and MaxxValue Foods banners/brands
- brought in retail design firm Shook
Kelley (Charlotte, NC) to redevelop
its flagship brand and make it more
relevant to today's consumers. Signage,
in turn, plays a central role in that
new ID, which is on display at its new
prototype store in Modesto.
After taking a deep dive into the

Save Mart brand, Shook Kelley's
team focused on building more
meaningful connections between
the store's flag and its origins in the
Central Valley of California, one of
the world's most productive agricultural regions. Shook Kelley designed
all the environmental graphics in
the store and had D|Fab (Madison
Heights, MI) fabricate that package.
"Save Mart has been working with
local producers, suppliers and farms
for many decades," said Shook Kelley
designer Sabrina Fan. "But outside of
its produce displays, the brand was
not necessarily building on those
relationships as a primary point of
differentiation, uniqueness and/or
storytelling."
To better reflect its strong agricultural roots, the designers began by
creating a new logo mark that's an



Signs of the Times - April 2020

Table of Contents for the Digital Edition of Signs of the Times - April 2020

Contents
Signs of the Times - April 2020 - Intro
Signs of the Times - April 2020 - BB1
Signs of the Times - April 2020 - BB2
Signs of the Times - April 2020 - Cover1
Signs of the Times - April 2020 - Cover1a
Signs of the Times - April 2020 - Cover1b
Signs of the Times - April 2020 - Cover2
Signs of the Times - April 2020 - 1
Signs of the Times - April 2020 - Contents
Signs of the Times - April 2020 - 3
Signs of the Times - April 2020 - 4
Signs of the Times - April 2020 - 5
Signs of the Times - April 2020 - 6
Signs of the Times - April 2020 - 7
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Signs of the Times - April 2020 - Cover3
Signs of the Times - April 2020 - Cover4
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