CINCINNATI, OH - Back in 2019, Kroger unveiled an ambitious brand transformation campaign with fresh at the forefront. In continuation of this strategy, the retailer has once again updated its identity to include a new brand icon called The Fresh Cart, which will be rolled out across its banners in the coming months.

“The cart speaks to the history and heritage of grocery. The side section of the fruit speaks to the fresh component, which is a huge area of passion for customers and for us,” Mandy Rassi, Vice President of Marketing, said, according to news source Adweek. “We wanted to have an element of our heritage but with an eye on the future.”

Kroger worked with DDB New York, its creative agency of record, to transform Kroger’s brand promise into a physical icon. The development process reportedly took about a year, resulting in a new logo that mirrors the swooping lines of Kroger’s time-tested brand identity.

The news source stated that Kroger intended for this logo to be more literal than abstract, which aligns with the Krojis (Kroger+emojis) that now appear across its branding efforts. Rassi explains the icon as “another tool in the tool box” of Kroger’s brand strategy, meaning clear communication through the imagery was essential.

I cannot think of a greater way to communicate its message than through the image of fresh produce sitting comfortably in a shopping cart.

Check out Kroger’s recent Twitter post for more on how this new icon aligns with its long-term vision. And, as always, keep clicking back to ANUK for the industry’s latest.

Kroger