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Womans reaches into tomato bin at grocery store
Brookshire Brothers Logo

Refreshed Brand Image Draws Younger Demographic

Brookshire Brothers is a regional grocer based in Lufkin, “the biggest small city in Texas.” Founded in 1921, Brookshire Brothers today is a strong employee-owned company with more than 110 contemporary grocery to traditional convenience store locations with nine distinctive retail brands.

Brookshire Brothers provides quality goods and services in diverse communities throughout East, Central and North Central Texas, as well as Western Louisiana. The company enjoys strong and distinct connections with the communities and customers it serves. Each store is customized to the unique needs of the community.

Challenge

Brookshire Brothers priority was to update its brand image to more adequately portray the in-store shopping experience. The focus of this re-imaging was to refresh the visual presentation of both print and digital media. Given the diversity of the stores and marketing areas, the challenge was to develop an image that would connect the various formats with consistent unified messaging.


The open design grid of the circular promotes visual storytelling

Solution

Quad Media Solutions refreshed the brand with a crisp, contemporary new look and reworked the weekly circulars to have a looser grid format with a more open feel that promotes visual storytelling. The design elements along with building a library of appetizing stylized food photography for Brookshire Brothers brought the look current for the Brookshire Brothers brand. Design elements, photography, store promotions and weekly sales or events can now be repurposed across all channels, such as emails, signage, brochures and bag stuffers. This guarantees a consistent message in all customer communications, reinforcing the Brookshire Brothers brand as a destination for quality, value and service.

Results

While Brookshire Brothers initially consulted with us for printing services, it became clear to them that Quad could help in many other areas of campaign execution. Pleased with the brand refresh work that was done, the relationship has grown to where Quad now provides multiple Media Solutions including creative design, photography, ad insert production as well as ad insert print and weekly distribution to local newspapers, and recently added Inserts2online – the digital conversion of store specific insert content for online viewing. We think this has become a truly neighborly relationship!

The new design elements and layout of the weekly circular reinforces the brand as a destination for quality, value and service.

Rebecca Scales Media Solutions Sales, Quad/Graphics