Grocery TV Brand Refresh
Lead Brand + Visual Design | 2023-2024
Led the visual design for Grocery TV’s brand refresh, redefining the company’s visual identity to better reflect its growth and position as a category leader in in-store retail media. The refreshed brand laid the foundation for stronger first impressions, clearer messaging, and a more credible market presence as we scaled to serve national retailers and brands.
Overview
As Grocery TV grew, our playful startup identity no longer communicated the credibility and scale necessary to attract enterprise-level clients. We needed a refreshed identity that clearly positioned us as a stable, industry-leading partner."
We focused on addressing three core challenges:
Awareness: Growing recognition, but our identity lacked distinction and memorability at scale.
Credibility: A playful aesthetic that lacked trustworthiness for larger prospects.
Positioning: Ongoing confusion around our offering and role in the retail media space.
Process
Our brand refresh evolved the visual identity to be cleaner, more modern, and aligned with national-scale competitors—creating a polished, credible presence that stands out in a busy retail environment. This was accomplished by:
Refining the color palette + typography for a more contemporary look.
Simplifying the brand design to cut through grocery store visual noise.
Adopting an imagery-first approach to clearly showcase products and context—mixing 3D renders, in-store photography, and conceptual visuals.
Final design
The refreshed visual identity garnered enthusiastic feedback from clients and partners, significantly boosting brand awareness and recognition in the retail media space.
By early 2025, our head of retail sales even noted that it’s now rare for grocery retailers to be unfamiliar with us—clear evidence that our updated design elevated both visibility and credibility.
Merchandise
Photography
Worked closely with Timeline Visuals to capture these in-store photos.
Social
Insights
This refresh clarified how crucial brand perception is in scaling to enterprise-level clients. While successful, we still encounter challenges regarding brand maturity and credibility. I'm now leading our upcoming 2025 rebrand to further elevate our identity and clearly position Grocery TV as a trusted, national-scale partner.