Signs of the Times - April 2020 - 39

abstraction of the region's geography.
The new Save Mart logo, with leaves
sprouting from the center, signifies
the region's role as a cornucopia of
freshness and land of abundance,
designers said.
In addition, to reference local produce
stands offering fresh products straight
from the source, the designers incorporated a look that's inspired by
hand-painted signage into the logo.
"Taken together, the logo now stands
for Save Mart's extraordinary focus
on fresh produce, going beyond standard offerings, thanks to the brand's
strong roots and the Central Valley's
agricultural wealth," Fan said.
As for the store itself, the Produce
Depot tells a story of local agriculture,
fresh from Central Valley, by taking
such steps as installing corrugated
metal to allude to warehouses and
the transportation of produce. Signage
plays a large role in communicating
that message in this part of the store,
in the form of a large plant wall made
of pallets and large "Local" graphics
painted directly on concrete blocks.
Other visual elements in the store
include wall photographs of real
Central Valley producers, farmers,

craftsmen and workers, creating
an atmosphere of authentic local
community and industry. At the
same time, exposed framing and
visible concrete blocks throughout
the store communicate messages of
value and "direct from the source"
stories in ways specific to the area.

LARGE-SCALE STORYTELLING
Long-established brands like Save
Mart are using signage to strengthen
their market muscle, and the same
holds true for such companies as
South Korean cosmetics retailer
Innisfree (Seoul), which is seeking
to make major inroads into America.
In doing so, the retailer is going up
against entrenched competitors
Maybelline, L'Oréal, Coty and Estée
Lauder. Undeterred by those big
names, Innisfree is using in-store
digital experiences to lure customers
through the door.
The retailer first teamed with
Louisville, KY-based Creative Realities
Inc. (CRI) in late 2018 to update its
stores by installing large-scale LED
screens showing product-related
video at its store on Lexington Avenue
in New York City. Based on the positive
reception that new look received,
the two firms inked a deal to install
similar updates at multiple US stores

PHOTOS © 2020 LAWRENCE ANDERSON
SIGNSOFTHETIMES.COM

39


http://www.SIGNSOFTHETIMES.COM

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
Signs of the Times - April 2020 - 8
Signs of the Times - April 2020 - 9
Signs of the Times - April 2020 - 10
Signs of the Times - April 2020 - 11
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Signs of the Times - April 2020 - 15
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Signs of the Times - April 2020 - Cover3
Signs of the Times - April 2020 - Cover4
https://www.nxtbook.com/nxtbooks/STMG/sott_202008
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https://www.nxtbook.com/nxtbooks/STMG/sott_201312
https://www.nxtbook.com/nxtbooks/STMG/sott_201311
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https://www.nxtbook.com/nxtbooks/STMG/sott_201309
https://www.nxtbook.com/nxtbooks/STMG/sott_201308
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https://www.nxtbook.com/nxtbooks/STMG/sott_201305
https://www.nxtbook.com/nxtbooks/STMG/sott_201304
https://www.nxtbook.com/nxtbooks/STMG/sott_201303
https://www.nxtbook.com/nxtbooks/STMG/sott_bg2013
https://www.nxtbook.com/nxtbooks/STMG/sott_201302
https://www.nxtbook.com/nxtbooks/STMG/sott_201301
https://www.nxtbook.com/nxtbooks/STMG/sott_201212
https://www.nxtbook.com/nxtbooks/STMG/sott_201211
https://www.nxtbook.com/nxtbooks/STMG/sott_201210
https://www.nxtbook.com/nxtbooks/STMG/sott_201209
https://www.nxtbook.com/nxtbooks/STMG/sott_201208
https://www.nxtbook.com/nxtbooks/STMG/sott_201207
https://www.nxtbook.com/nxtbooks/STMG/sott_201206
https://www.nxtbook.com/nxtbooks/STMG/sott_201205
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https://www.nxtbook.com/nxtbooks/STMG/sott_201203
https://www.nxtbook.com/nxtbooks/STMG/sott_bg2012
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