Brookshire’s Brandishes New Logo for Concept Store

Tyler, Texas-based Brookshire Grocery Co. (BGC) took the wraps off a new logo for its concept food store, FRESH by Brookshire’s, which features the store’s name and a circular icon made of leaves that form a star-shape. The new emblem will be used on nearly every branded item in and around the store – from the shopping bags and outside signage to employee uniforms and brochures.

“FRESH by Brookshire’s is an entirely new concept, a food destination unlike anything else in the area, so the logo needed to reflect that,” said Rick Rayford, president and CEO of the regional independent. “The design that the advertising folks at Richards/Carlberg developed with our team perfectly represents the fresh, amazing, and delightful experience each customer will have in the new store.”

The logo’s creation was weeks in the making. Store insiders started with 50 unique designs created to convey the wonders of food, and ultimately selected a typeface the grocer said harkens back to an old European fresh foods market. The “leaf-star” icon represents the freshness of the herbs and produce that the new store will offer as well as the high-quality connotations associated with a star. In addition, the logo’s primary colors, plum and lime green, are appetizing and convey the appeal of fresh fruits and vegetables.

“FRESH by Brookshire’s will be an important part of the Tyler region community for years to come,” added Chuck Carlberg, principal of Richards/Carlberg. “We created this look to engage our area customers with a taste for something different. The logo will live a long, long time, but will always remain FRESH.’”

Construction on the 55,000-square foot FRESH by Brookshire’s store began in February and is set to open in early 2011. Among the highlights of the concept store will be coffee/gelato bars, organic foods, bulk foods, expanded health and wellness items, and a pharmacy. Brookshire’s will also raise the bar, literally, for a variety of fresh foods like a full burrito bar, sandwich bar, and soup and salad bar, all of which promise to appeal to customers seeking fresh, convenient meals.
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