CHOICES MARKET
Brand refresh and retail graphics system for a BC grocery brand evolving its identity for a new generation of health-conscious shoppers.
- Role
- Senior Designer, Rodmell & Company
- Client
- Pattison Food Group
- Completed
- 2023
- Team
- Creative Director: Mike Woodgate, Marcus Nilsson / Copywriter: Francois 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.
Project gallery
CHOICES MARKET visuals, applications, and production details.
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, including colour, typography, illustration, photography, and layout direction.
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.
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.