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Genuardi's Family Markets

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Faced with managing two competing brands, executives at Genuardi’s Family Markets and Zagara’s Specialty & Natural Foods looked to Shook Kelley to lead them through a brand strategy analysis. The goal was to help them bring clarity to both brands and create a road map for future decisions affecting each brand. Once the branding process was successfully completed, targeted prototype store designs for each brand were developed.

For Genuardi’s, Shook Kelley created a concept of different departments throughout the store, such as produce, floral, meats, etc, which were approached as individually branded stations with equipment and finishes being chosen to trigger specific emotive responses in consumers. 

As part of the prototype concept, Shook Kelley developed a store-within-a-store prepared foods department called, “The Kitchen.” A cohesive brand personality was developed, as well as interior design, packaging and merchandising services for this new prepared foods department. The Kitchen featured a separate entrance and check out from the traditional portion of the grocery store. Shook Kelley established Genuardi’s as a superior destination for high-quality prepared foods by designing this market-style ambiance for eating on the premises. 

Knowing the profitability of prepared foods and private label brands is higher than “name brands” and bulk foods, the client also sought to enhance customer loyalty by creating a private label brand for approximately 75 different Genuardi’s products—some of which Shook Kelley developed and designed identities for.

For Genuardi’s, Shook Kelley created a concept of different departments throughout the store, such as produce, floral, meats, etc, which were approached as individually branded stations with equipment and finishes being chosen to trigger specific emotive responses in consumers. 

As part of the prototype concept, Shook Kelley developed a store-within-a-store prepared foods department called, “The Kitchen.” A cohesive brand personality was developed, as well as interior design, packaging and merchandising services for this new prepared foods department. The Kitchen featured a separate entrance and check out from the traditional portion of the grocery store. Shook Kelley established Genuardi’s as a superior destination for high-quality prepared foods by designing this market-style ambiance for eating on the premises. 

Knowing the profitability of prepared foods and private label brands is higher than “name brands” and bulk foods, the client also sought to enhance customer loyalty by creating a private label brand for approximately 75 different Genuardi’s products—some of which Shook Kelley developed and designed identities for.

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