KING·CASEY Branding and Design
Optimizing the Customer Experience for Retail and Restaurant Brands
Adam's Hometown Market
The Situation
Competition among retail outlets in the Northeast has never been more intense than it is today. In addition to Stop and Shop, Shaw's, Big Y, Shop Rite and Price Chopper, there's also Costco, BJ's and Sam's Club competing for consumer's food dollars. As such, Adams Super Foods, a supermarket company with headquarters in Cheshire, Connecticut, challenged King·Casey to reposition the brand and differentiate it from these key competitors.
The Solution
King·Casey identified a consumer segment under-served by these major competitors, and developed a new Adams positioning and store concept to meet their needs. The new positioning and store concept is Adams Hometown Market, targeted to consumers who demand fresh, quality products, attentive service and the convenience of a neighborhood location. King·Casey developed a new name, logo, store design and merchandising concepts to align with the new brand strategy.
The Results
The new Adams Hometown Market prototype store designed by King·Casey opened in early April, 2004, and is generating double-digit sales increases versus a year ago. Plans are to roll-out this new prototype design to the entire Adams chain.
Adams new brand identity focused on communicating a local, friendly, non-supermarket image.
King-Casey developed a new name, logo, store design and merchandising concepts to align with the new brand strategy.
King-Casey incorporated jumbo murals depicting regional historical scenes to reinforce Adam’s new “hometown” positioning. Each store’s murals are unique to that community.
Adams new brand identity focused on communicating a local, friendly, non-supermarket image.
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