My primary goal in reimagining Stop & Shop's packaging was to divorce the grocery chain's house brand from any perceived consumer association with low quality and a feeling of genericness reinforced by the existing template. A new brand mark reflecting the company name was the initial focus. The result evokes the stoplight motif of the past without regurgitating it.

 

A basic notion lie at the center of the packgaing itself: These products were not local, artisinal or organic. Consumers often equate these characteristics with quality despite them being no guarantee of it. There was therefore no reason not to tap into design cues such higher-end items often use. The resulting letterpress-inspired series is characterized by rough type and simulated stamped imagery, all self-rendered, on a kraft paper background.