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Market Street
Market Street is a unique, one-stop food shopping experience that combines everyday grocery needs with gourmet items, whole-health products and freshly prepared foods.
Part of the United Family—based in Lubbock, Texas and now a wholly owned subsidiary of Albertsons LLC—the Market Street chain has 12 stores in West Texas and the Dallas-Fort Worth “Metroplex” area. Shook Kelley worked with Market Street on a Brand Strategy project, which led to the creation of a new prototype store design, a new brand identity and a set of other projects to reinvigorate this existing brand.
Stemming from a broader Brand Architecture project for the United Family that provided clarity and distinctiveness for each of the parent company’s brands, Shook Kelley then dove into the Market Street brand in greater depth. The Market Street brand direction identifies an authentic West Texas perspective on an elevated grocery store experience, balancing gourmet indulgences and everyday solutions. The brand features many specialty and gourmet products, a restaurant-quality food service zone and a strong viewpoint on health, but also speaks to consumers about these issues in a uniquely down-to-earth West Texas voice.
The Market Street prototype store redefines the shopping experience by creating a context that more transparently shares the brand’s story, perspective and editing philosophy. The foundation of the store design strategy revolves around a two-part layout, which includes a central “Market” where traditional grocery store categories are combined with specialty and health items, and the “Street,” which features produce, perishables and the prepared foods offerings with cafe seating. A key component of this innovative store design is an environmental graphics package that distinguishes key store experience components, highlights featured product categories and communicates a uniquely local tone of voice for the brand.
To further demonstrate the brand’s evolution, Shook Kelley redesigned Market Street’s brand’s identity to better align with its brand strategy. The identity project helped transition the Market Street brand, from a sophisticated but ultimately non-localized logo, to an identity that could better reflect the brand’s internal cultural values and food philosophy. A key symbol of the new brand identity visualizes the brand’s unique two-part value equation: a grocery “Market” with a prepared and fresh foods “Street.” The primary brand color is a ruby red, which energetically evokes the language of food, while the secondary orange color captures the brand’s food language in vibrancy and tone. As the state fruit of Texas, the grapefruit’s history is a metaphor for Market Street’s unique value proposition: Texas gourmet and basic everyday food. The grapefruit doesn’t cross that “culinary snob” line, and the spoon speaks to the “Street” side experience: restaurant quality prepared foods and ready-to-eat meals.
The brand direction balances gourmet indulgences and everyday solutions
The Market Street brand has been reinvigorated in the prototype store, breaking chain records for sales at its opening and demonstrating competitive sustainability in the Dallas metro market, one of the most competitive grocery markets in the country. Additionally, the prototype store has made the brand’s new codification a tangible reality for the organization, helping show how the brand can grow in the future. Since the completion of the project, the United Family was sold to Albertsons LLC for $385 million. One key point of the sale included United’s distinctive and well-defined collection of brands.
Market Street has discovered how to convene people on multiple levels. For the local community, the new Market Street is a social hub and destination, especially in the cafe seating and events area, which includes indoor and outdoor components. With seating for more than 275 guests, an outdoor children’s playground and a “Libations” bar offering beer and wine by the glass, the Terrace is a genuine community hangout space. But beyond these new socializing occasions in the store, the Market Street brand has also become a powerful concept for Texans to identify with and aspire to. Quite frankly, there are not a lot of destinations for people in places like Lubbock to explore the world of food. Market Street has become a destination for food discovery, and the store’s Living Well area is creating new ways of thinking about health and nutrition. Market Street customers are finding new ways to connect to a larger world of food culture, and they can do it in a uniquely Texas way.
Part of the United Family—based in Lubbock, Texas and now a wholly owned subsidiary of Albertsons LLC—the Market Street chain has 12 stores in West Texas and the Dallas-Fort Worth “Metroplex” area. Shook Kelley worked with Market Street on a Brand Strategy project, which led to the creation of a new prototype store design, a new brand identity and a set of other projects to reinvigorate this existing brand.
Stemming from a broader Brand Architecture project for the United Family that provided clarity and distinctiveness for each of the parent company’s brands, Shook Kelley then dove into the Market Street brand in greater depth. The Market Street brand direction identifies an authentic West Texas perspective on an elevated grocery store experience, balancing gourmet indulgences and everyday solutions. The brand features many specialty and gourmet products, a restaurant-quality food service zone and a strong viewpoint on health, but also speaks to consumers about these issues in a uniquely down-to-earth West Texas voice.
The Market Street prototype store redefines the shopping experience by creating a context that more transparently shares the brand’s story, perspective and editing philosophy. The foundation of the store design strategy revolves around a two-part layout, which includes a central “Market” where traditional grocery store categories are combined with specialty and health items, and the “Street,” which features produce, perishables and the prepared foods offerings with cafe seating. A key component of this innovative store design is an environmental graphics package that distinguishes key store experience components, highlights featured product categories and communicates a uniquely local tone of voice for the brand.
To further demonstrate the brand’s evolution, Shook Kelley redesigned Market Street’s brand’s identity to better align with its brand strategy. The identity project helped transition the Market Street brand, from a sophisticated but ultimately non-localized logo, to an identity that could better reflect the brand’s internal cultural values and food philosophy. A key symbol of the new brand identity visualizes the brand’s unique two-part value equation: a grocery “Market” with a prepared and fresh foods “Street.” The primary brand color is a ruby red, which energetically evokes the language of food, while the secondary orange color captures the brand’s food language in vibrancy and tone. As the state fruit of Texas, the grapefruit’s history is a metaphor for Market Street’s unique value proposition: Texas gourmet and basic everyday food. The grapefruit doesn’t cross that “culinary snob” line, and the spoon speaks to the “Street” side experience: restaurant quality prepared foods and ready-to-eat meals.
The brand direction balances gourmet indulgences and everyday solutions
The Market Street brand has been reinvigorated in the prototype store, breaking chain records for sales at its opening and demonstrating competitive sustainability in the Dallas metro market, one of the most competitive grocery markets in the country. Additionally, the prototype store has made the brand’s new codification a tangible reality for the organization, helping show how the brand can grow in the future. Since the completion of the project, the United Family was sold to Albertsons LLC for $385 million. One key point of the sale included United’s distinctive and well-defined collection of brands.
Market Street has discovered how to convene people on multiple levels. For the local community, the new Market Street is a social hub and destination, especially in the cafe seating and events area, which includes indoor and outdoor components. With seating for more than 275 guests, an outdoor children’s playground and a “Libations” bar offering beer and wine by the glass, the Terrace is a genuine community hangout space. But beyond these new socializing occasions in the store, the Market Street brand has also become a powerful concept for Texans to identify with and aspire to. Quite frankly, there are not a lot of destinations for people in places like Lubbock to explore the world of food. Market Street has become a destination for food discovery, and the store’s Living Well area is creating new ways of thinking about health and nutrition. Market Street customers are finding new ways to connect to a larger world of food culture, and they can do it in a uniquely Texas way.
