Buehler’s Fresh Foods: New Store Prototype
Buehler’s Fresh Foods is a well-respected, family-owned chain of grocery stores in Northeastern Ohio, established in 1929. They approached Shook Kelley to develop a strategic brand direction for future store environments, and the 90,000 square foot New Store Prototype in Jackson Township, Ohio, was the result of this holistic brand repositioning process. Featuring a Fresh Market Hall, an Ace Hardware, and four new proprietary food-service concepts, the design represents an integrated approach incorporating brand strategy, fixture planning, architecture, interiors, concept naming, and environmental signage and graphic design, all handled in-house by Shook Kelley.
2008 ReBrand 100, Award of Distinction
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 Distinctive navigational signage was created to identify each department. Shown above is the frozen foods area at left, and the butcher shop.
 Simple, unadorned materials such as wood and chalkboards were utilized in the produce area of the market hall. The suspended overhead signs feature messages conveying Buehler's philosophy and commitment to quality-sourced fruits and vegetables.
 The existing Buehler's logo had been in use in one form or another for nearly 50 years. After careful analysis, the decision was made to keep the existing logo, but with a series of refinements which were carried out by the graphic design team at Shook Kelley. A new slogan logo and updated pineapple icon (above, right) were also created to round out the new identity system.
 The updated pineapple brand icon is used throughout the space at different scales as shown here in the cart pick-up area near the front entrance.
 The pineapple icon is also featured prominently on the glass wall separating the Load&Go conveyer system area from the checkouts.
 The Scenic River Coffee Co. concept, name and logo is based on the scenic river initiative of Ohio, a program used to designate rivers that have been cleaned-up following damage caused by industrial environmental pollution. A typographic pattern was created utilizing the names of these scenic rivers, which is implemented on tabletops and wall graphics.
 The Scenic River Coffee Co. in-store cafe is one of four new proprietary concepts developed for Buehler's which are featured within the new store prototype.
 Other proprietary concepts which were developed by Shook Kelley for Buehler's include the Mainstreet Grill, The Big Stir and The Oven Works.
 Large-scale letterforms and a distinctive overhead trellis delineate the market deli, above at left. The name for The Big Stir, Buehler's pasta and noodle concept, is a play on words inspired by local, small-town newspapers which are still prominent throughout this region of Ohio.
 The Oven Works and the Mainstreet Grill, as seen from inside the grocery store, offer customers a variety of dine-in and to-go options as part of their in-store experience.
 The Main Street Grill serves breakfast, lunch and dinner and offers numerous seating opportunites for individuals, small parties and larger groups. Features include a bar serving wine and beer, an ice cream counter and soda fountain, and a separate dining room which can be reserved for private parties and other community events.
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