I was given the task of rebranding the meat department. Upon doing my research I discovered more meat departments were old and outdated, than not.
So spinning this negative into a positive, I called the department "old fashioned" and equated quality, additive free meat and personal hands on service to "old fashioned." I then redesigned materials to have a old fashioned look to them.
The logo for the efforts is pictured here. Nicknamed "Chuck," he was used as the spokesperson in our weekly circulars, educating and informing customers about different cuts of meats and services in the meat department.
After the roll out of the program department sales increased 3% over prior year.

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