BI-LO supermarkets wanted to capitalize on its fresh offerings and looked to create a signature brand within each department. It stemmed from shopper's loyalty and trust they expressed when the store first introduced Walter's Produce. Walter was known by shoppers as the local farmer who made sure all of BI-LO's produce met the freshness standards expected by their customers, guaranteed. In order to capture the freshness of a roadside farm stand, we re-branded the produce department with wood graphics, colorful illustrations and hand-drawn chalk signs. The signature brands further extended to Lip Lickin' Fried Chicken, Sweet Dreams Cakes, Cookies and Ice Cream and Lakehouse Fresh Catfish. With each of these, we created a name, logo and unique look that spoke to each item's fresh quality with upbeat personality yet worked cohesively with the family of signature brands.