Telling the Brothers Marketplace story
Roche Bros. recently won a 2014 International Visual Identity Award for the concept, store design and decor behind its Brothers Marketplace banner. The retailer currently operates two of the neighborhood-focused stores in Medfield and Weston, Mass.
As part of its application, Brothers Marketplace shared its “brand guidelines,” which cover everything from in-store color coding to service case signage to photography do’s and don’ts.
The guidelines state: “This brand book is much more than a set of rules. It brings together all the elements — both visual and verbal — that will help you tell the Brothers Marketplace story.”
Fresh & Ready
In-store signs ask customers questions like, “How do you like your delicious?” with adjectives including “silky,” “pickled” and “crispy.”
To a ‘T’
Employee T-shirts reinforce the store’s messaging.
The Brothers Marketplace website describes the concept as a “corner grocery store of days gone by meets today’s passion for seasonal eating and lovingly crafted and artisan foods.”
Newspaper ads announcing the store openings defined the retailer’s local proposition, from scratch-made baked goods and house-made flavored burgers to ice cream from Boston’s Batch and produce from Weston’s Land’s Sake farm.
An in-store eatery presents an updated take on the traditional diner, complete with checkered menus in signature lime green.
Convenience is another element of Brothers Marketplace, where foods are “prepared how you would make it (if you had the time).”