CASE STUDIES
> Heinen's
> Lake County Captains
> Shaker Square

HEINEN'S IN-STORE BRAND EXPERIENCE

Phase I: dig down
Studio Graphique recently completed installment of a new in-store brand identity, signage and décor package at four area Heinen’s stores. As Environmental Graphic Design Consultants, the firm provided a cohesive brand identity and signage program that reflects Heinen’s history, mission and values in the context of a modern shopping experience. Studio Graphique developed an In-Store Brand Experience that would encompass all of their aesthetic, communication, and wayfinding needs, while helping to demonstrate the “sourcing story” of how Heinen’s products are grown, harvested, and selected.

Phase 2: build up
Studio Graphique selected key words such as fresh, hand-made, heritage, and friendly that described attributes of Heinen’s. Using these words as a guide, colors were selected and patterns were developed as graphic representations of tablecloths – taking the market to the dinner table. Special emphasis was put on Heinen’s feature departments, emboldening them with new names and unique looks, which helped to establish a clearer hierarchy among the layers of signage.
Signage was lowered to the pedestrian level to create a more intimate environment, bringing messages closer to the customers and connecting the signs to the product or department associated with it. The designers also kept eyes focused at the product level with the addition of a birch soffit shelf and warm red and cream paint. Aisle and other identifying signs were made more readable to cater to the store’s aging population. Banners hung at the checkout areas gave Heinen’s the opportunity to call attention to their feature departments, and entry walls were adorned with large black and white photos of Heinen’s sources, creating emotional impact for shoppers viewing them from the checkout lanes.

Phase 3: move forward
The environmental graphic design program has been a success! The In-Store Experience created a sense of continuity and unity in the store designs that did not exist before. The design concept and palette evoke a feeling of warmth and of sharing a good meal with family and friends. The owners, employees and shoppers alike have all commented on the improved environment and shopping experience.