A&P Fresh

A&P Fresh was a nationwide American grocery retail chain that operated from 1859 to 2015. It has been likened to being as recognizable as McDonald’s or Google back in its peak of operations, and was known for consistent fresh and high-quality produce and groceries.

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For this project, I chose to take A&P Fresh in a new branding direction, focusing on a sense of local community while maintaining the high-quality aspect of the groceries. For this, I developed a brand that paid homage to the brand’s legacy, while also giving it a friendly and approachable look that consumers could easily connect with and become attached to. The bright colors and illustrative qualities of the brand contribute to this feeling.