Identify a brand that has 'bad branding' and identify their problems and opportunities and give them a complete rebrand 


While Kroger is a popular supermarket in the US, their private label is not very popular. Their private label items often seem like they are disguised to look like other more popular brands. Their recently rebranded private label, while getting closer to owning their unique proposition also fails to impress and differentiate their brand from the others.


People want to know that they are getting the

best possible deals and are spending their money

in the most efficient way possible. So low prices

don't have to be something to hide.



My vision for Kroger was to really embrace the fact that they offer a range of products for a lower price, in fact, I wanted to position this as their biggest advantage. While advertising low prices can often link a brand to having low quality, it was a careful decision that the tagline would be 'Makes sense.' Makes Sense is the essence of this rebranding. We want to tell people that it just makes sense to buy everyday essentials at a lower price. To make this a more humorous and enjoyable experience I created a straight-forward, no-nonsense voice of the brand to go with the message.


Through my research, I found that colour played a  very important distinguishing role in the supermarket and departmental store category. Since blue is a unique colour to Kroger, I decided to keep the colour while giving the logo a fresh, clean, new look. The period at the end of the name was an integral decision to create and maintain the new tone and voice of the brand. I also chose to incorporate the tag line into the logo as it is an important part of Kroger's identity and what Kroger stands for.

Kroger mockup .jpg


The package design was my favourite part of this rebranding, it was where I could really emphasise the voice of the brand. To stay in line with the straightforward 'makes sense' message but still add some humour, each private label product is labeled with a very literal, yet sensible name for the product. It is also accompanied by the commonly known name to offer users a bit of a laugh during their shopping experience. Each item is also colour coded in accordance with the categories of the store.






In an age when information can be accessed instantly on our fingertips and plays a large role in decision making, grocery shopping can be a gamble. Especially for young people. While online shopping we have the choice of adding items to our cart, viewing the total price of all the items, and then make the required changes. Young people often get to the counter at a grocery store and are shocked by the bill they have to pay at the counter. They also often have issues estimating the quantities they need for certain amounts of time




The Kroger app would allow users to select the approximate duration for which they want their groceries to last, a budget and dietary restrictions. They would then be able to choose from a range of suggested recipes ( or add their own ) and receive a customizable shopping list based on their needs, all along with the prices of the items. This will allow users to shop more sensibly 






Despite years of innovation and design, the traditional shopping cart has remained the same. With a traditional shopping cart items often end up being piled on top of each other, damaging the products while also making it difficult to organize and take out of the cart. The solution to a smart shopping cart doesn't require slapping an interface on it, but just simple design changes.




The Kroger cart is made up of three drawer-like sections. Users can start by filling in items in the bottom section and then pull out the section on top so that they do not have to layer items on top of each other. Users only indulging in light shopping can only use the top cart and skip the hassle of using a larger and deeper cart than required.






The layout of a majority of the grocery stores in America is designed in a way that exploits shoppers and maximises the revenue of the store. Produce sections are often right at the entrance of the store to give an impression of freshness and draw people in. However, this leads to delicate produce getting crushed at the bottom of your cart. Aisles are also designed in a way that requires you to walk through sections that you don't need anything from, simply in the hopes that you will pick up items you do not require.



For the new layout of the Kroger store, I put the emphasis on maximizing the shopper's experience and their convenience. The different sections of the store are colour coded, allowing users to quickly understand where the products they need are. They are organized in the order of how long they can last outside controlled temperatures and the order in which they should be arranged in your cart, starting with condiments and personal care, and ending with produce and dairy. The aisles contain gaps in the middle, allowing users to easily cut through the aisles and get exactly what they need, efficiently.