From the pages of Images Retail (August 2009)

Design - Albertsons, Nevada, USA

American grocery retailer Alberstons takes the KISS approach (keep it simple, stupid) with its Premium Fresh & Healthy concept at its stores. Every wall colour and light fixture brings focus to the food. In 2006, Albertsons, like many traditional supermarket chains in USA, started attempting to differentiate itself through its fresh departments, including bakery. The retailer began developing its fresh food-focused Premium Fresh & Healthy concept before Minneapolis-based Supervalu acquired all of the chain’s 1,124 stores in 2006.

The design agency, WD Partner’s goal was to reposition the regional grocery brand and make food shopping more enjoyable. Making decorated cakes and speciality desserts the focal point of the bakery was a conscious design decision, according to Tom Ertler, creative director for WD Partners, the Ohio-based retail design company.

The WD Partners design team worked with Albertsons’ management to develop a store environment that would stand apart from other traditional supermarket chains. The redesign then revolved around the key words with certain goals specific to the Albertsons’ prototype: Develop the departments that make Premium Fresh & Healthy best. Focus on the food. Recognize Albertsons first.

They began by defining the brand attributes that would shape Premium Fresh & Healthy: inviting, warm, friendly straightforward, clean, and easy. Throughout the store, architecture and lighting set the stage for the food. This was accomplished by keeping the store neutral “above and below,” directing the shopper’s attention toward the product.

Messaging was kept to a minimum, but when necessary, graphics were simple and brought closer to the food. The first step in a remodel was to determine the language that defines the brand. The key words that began the Premium Fresh & Healthy design were: warm, friendly, clean, easy and inviting. The redesign then revolved around the key words with certain goals specific to the Albertsons’ prototype: Develop the departments that make Premium Fresh & Healthy best.


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