A new concept store design from Wellesley, Mass.-based Roche Bros. has won the 2014 International Visual Identity Award (IVIA) in the retail category. The small-format neighborhood market, which opened in summer 2014 and which is located in Medfield, Mass., was inspired by European-style food markets, an original vision of Pat and Bud Roche, which was brought to life by Boston-based, woman-owned, strategic branding and graphic design firm Marquis.
Brothers Marketplace, with locations in Medfield and Weston, Mass., brings an innovative approach to food, with a nod to the legacy of small neighborhood markets from long ago. Shoppers who visit will see an emphasis on unique offerings in prepared foods, baked goods, seasonal and exotic produce, meats, cheeses and packaged foods from local producers.
The cozy Brothers Marketplace also provides busy customers the ability to purchase grab-and-go items quickly while also offering an experiential culinary setting for lingering and savoring an array of seasonal foods.
“We worked hard to create a special retail atmosphere for Brothers Marketplace, and are thrilled to see that the store has been recognized for its innovative brand,” said Aimee Morgida, director of operations for Roche Bros., which operates 20 Roche Bros. and Sudbury Farms supermarkets and employs more than 4,600 associates. “In working with Marquis, we harnessed today’s passion and enthusiasm for local farmer’s market-like flair to create a new, aesthetic store design and identity. It is our goal for Brothers Marketplace to offer customers inspiration, surprise and delight each time they walk into the store.”
Marquis was engaged by Roche Bros. to develop a comprehensive brand for the new store from the ground up and complement the architectural design by BHDP. The IVIA recognizes the full visual brand identity program Marquis created. This includes brand strategy and messaging, brand identity and logo design, interior decor elements such as signage, displays, packaging, labels, shopping bags, uniforms, menus and more, as well a suite of marketing collateral.
Marquis also created a comprehensive brand book that allowed for the tight execution of the brand across all marketing channels and in-store materials for opening the new store.
"Developing the brand and visual identity for Brothers Marketplace was a very in-depth experience,” said Marquis principal Julie Vail. “We created an identity that satisfied the vision of what this store concept should reflect: a gathering place with an inviting atmosphere filled with little experiences for customers and conveniences for the modern shopper. We are honored to have partnered with Roche Bros. on this project and are proud of the work we’ve done and the success of these new stores."
IVIA is an independent international design competition dedicated to visual identity. Its mission is to give good, visual identity design the exposure it deserves and formally recognize and celebrate the world’s most outstanding brand work. IVIA provides a global forum for large multinational corporations, design agencies, freelancers or students still at design school to present their visual identity work.
Roche Bros. Supermarkets was founded by brothers Pat and Bud Roche in 1952. Brothers Marketplace in Medfield is located at 446 Main Street and Brothers Marketplace in Weston is located at 41 Center St. Store hours are Mondays-Saturdays (7 a.m. - 9 p.m.) and Sundays (8 a.m. - 8 p.m.). Shoppers can stay up to date with Brothers Marketplace happenings by following @BrosMarketplace on Twitter and Instagram.
Established in 2003, Marquis specializes in solving complex brand and communications challenges.