Meijer Brand Campaign
Services Provided
+ Look and Feel + Typography Styling + Photography Direction + Composition of Elements
Creative Team
Executive Creative Director: Steve Osterman
Creative Directors: Andrew Hajjar and Tadhg Ennis
Art Directors: Sara Showers, Sam Yono and Xaw Yang
Copywriters: Sarah Henry and Mia Raico
Designers: Reid Jacobs and Chris Kelley
Brief
In an environment where prices are continuing to increase and customers are feeling the pressure on their budgets, the search for value is at an all-time high.
Challenge
Without the customers experiencing Meijer first-hand, they don’t perceive that value from the outside due to the complexity of messages in market. Define who Meijer is and what they do because they are doing so many things for their customers and community.
Results
This campaign challenges the belief that quality must be sacrificed for affordability. Meijer believes everyone deserves access to the things they want and need without compromise, bringing more good to life.
The heart of this campaign is the pursuit of quality is not an ideal, but a promise fulfilled and accessible to everyone in the Midwest.
Brand Statement
Defining ‘Bring More Good to Life’
Meijer’s brand superpower is a relentless pursuit to provide high quality at a price that works hard for everyone in the Midwest.
At Meijer, they work hard to give you the quality you deserve. From sourcing the finest, local ingredients to rigorous testing, quality isn’t merely a goal — it’s their unwavering commitment. That’s why they work tirelessly, day in and day out, to ensure that every product on their shelves meets the highest standards of excellence. Consumers deserve products and services that enhance their life, without compromising on what’s important to them.
Quality is purposeful at Meijer.
Grocer Constructivism
Michael Stray-hands
The initial iteration of my design exploration focused on diverse hands coming into frame, of in-store signage holding items sold at Meijer, to show the breadth of selection and quality they offer in a style reminiscent of Russian Constructivism.
The campaign direction this style focused on was the tagline of “Quality for All”/”Quality for Life” at first.
Quality Check
With the essence of the design language established, I further explored ways to simplify the direction. The brand campaign is made up of a simple toolkit of styles and elements which, create a dynamic, flexible system. Every element, from headlines and graphic devices to photography and art direction, embodies Meijer’s core commitment to quality.
Breathing New Life
The campaign direction was modified to merge the design of “Quality for Life” with the copy constructs and tone of “Bring More Good to Life,” which is purposely modular. The platform line is built with flexibility in mind. “The Good Life” is the literal articulation of bringing “good” to “life,” and is the end benefit for all work within the campaign.
More Good, Brought to Life
Out-of-Home Boards
In-Store Signage
In-Store Signage
Reusable Bags
Seasonal Offers Meta Carousel
Campaign Kit-of-Parts
Campaign Typography:
Headlines and Application
To establish visual hierarchy in our messaging, a mix of solid and outlined type should be used.
The most important portion of the headline should always be solid type, while the less important portions may be outlined.
Campaign Studio Photography:
Overview and Camera Angles
Studio photography will play an important role in the campaign. We will create dynamic compositions featuring a wide array of products with hands interacting with them to show the good life is always within reach.
To ensure a consistent look and feel across the campaign, we will limit the number of camera angles we use when shooting product and talent.
Campaign Colors:
Core and Extended Palette
Six new vibrant colors, and complementary secondary colors, have been selected to accompany the iconic Meijer brand red and blue to produce a full spectrum core palette which will serve as the backdrop for the campaign.
This range allows the campaign to maintain a consistent look while also always complementing the wide variety of products available at Meijer.
Campaign Design Elements:
Offer Dots
To bring the Meijer graphic joy dots into the campaign, we have introduced offer dots. These dots, which are encircled by a ring of joy dots, can be used to house pricing, offers and product information.
Additional circular flourishes from the Meijer brand world may be incorporated into or locked up with the offer dots when appropriate.
Campaign Design Elements:
Campaign Line Lockup
The campaign line lockup can be used as a consistent element across the various touchpoints of the campaign.
