Back in 2019, retail chain Kroger announced that it would kick off its ongoing rebrand. As part of its journey, the grocer recently revealed the latest stage of the revamp, which includes a new icon that it refers to as The Fresh Cart.
“The cart speaks to the history and heritage of grocery. The side section of the fruit speaks to the fresh component, which is a huge area of passion for customers and for us,” Mandy Rassi, Vice President of Marketing, said, according to news source Adweek. “We wanted to have an element of our heritage but with an eye on the future.”
As revealed in one of the company’s recent Twitter posts, the icon features a shopping cart with a piece of fruit in the basket. The retailer explained that the new logo is a play on the company’s signature K-G swoop as a nod to the future of shopping and represents its commitment to fresh food and its accessibility.
According to the same article from AdWeek, the logo will be added to all of Kroger’s banners, including Ralphs and Food4Less, to provide continuity across its portfolio.
To create the new icon, Kroger worked with creative agency DDB New York, and took about a year to develop.
This new logo will remain important as Kroger launches new digital services in its goal to double e-commerce business by 2023 as it will unify its digital platforms and serve as a visual identifier for consumers.
What will be Kroger’s next move as it continues its rebrand? Stick with Deli Market News for the answers.