Kroger is currently one of the largest supermarket chains in the United States. While they have established a brand based on good customer service, consistency, and quality, their current visual identity feels dated, stale, and cheap.
The challenge with the rebrand was to avoid alienating Kroger's core target market of value shoppers, while giving the brand a clean and modern look that will appeal to younger customers.
The new mark utilizes the open-source typeface of Ubuntu which is implemented across the app, website, printed materials, and promotional items. The new typeface is friendly and precise, and the lowercase "kroger" further enhances the approachability of the brand.
The symbol above the word mark forms a checkmark representing value out of two leaves. The symbol emphasizes Kroger's commitment to offering value without sacrificing quality.