Roche Bros.

brand strategy • brand development • brand standards • print collateral • signage • advertising • copywriting

Roche Bros., a leading chain of Massachusetts-based grocery stores, needed a modernization starting with their move into Millennium Tower in Downtown Crossing in Boston. As creative director, I led team on new identity and brand standards with a refined and more flexible logo and new, streamlined systems for in-store signage, collateral, packaging, and advertising. New messaging strategies and photography guidelines focus the brand on the customer’s emotional connection to selecting, preparing, and enjoying food with friends and family. An extensive brand standards book was developed to carry the refreshed brand across all marketing materials, new store builds, and into their existing suburban stores.

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agency: Marquis