Winn-Dixie Store Rebrand

Winn-Dixie operates over 500 grocery stores in the southeastern region of the United States. With a recent push to focus on freshness and quality, newly built stores needed to showcase revamped signage and interiors. Our team created a fresh approach to imagery, colors, and typography that was still true to Winn-Dixie’s brand, while revitalizing the store’s overall look.

The client wanted to retain their brand standards while still developing a more elegant, engaging spin on their stores. With these parameters in mind and a tight turnaround, our team got to work envisioning the future look of Winn-Dixie stores.

Our team decided on three-dimensional letters in all of the navigational department signs. The thick letters created a new level of texture that played up the lighting and contrast on each sign. Gray descriptor text above the letters focused on emphasizing one of three attributes: quality, value, and freshness. Custom cutouts of product photography featured on each sign further helped to create a dimensional, interactive effect.

In addition the recognizable Winn-Dixie red, a secondary color palette was introduced to provide backgrounds, accents, and departmental distinction where needed.

Signage was updated throughout the store to reflect the new look. Each piece of language emphasized value, quality, or freshness, with specific callouts for products as directed by the client. Within the food photography, our team added embellishments to the products that created more visual interest — confetti, crumbs, utensils, and hands, adding levels of engaging realism aimed to make customers (literally) hungry for more.

In secondary signs, product photos and the Winn-Dixie checkmark were paired with icons to represent each department. This introduced more depth, color, and an overall youthful, playful energy to the stores.