Timing
2020
My Role
Design, Art Direction
Tools
Figma, Adobe Illustrator and Photoshop
Context
Marketplace was Loblaw’s extended aisle assortment of products, all sold by third party vendors through their grocery store brand websites. To better market this brand, we created a logo and full design system, including colours, illustrations, patterns, and a photography style. This brand had to visually connect with PC Express, as their products were often present in the same shopping experience.
Outcome
The Marketplace logo is a plus sign, signifying the concept of being an ‘extended aisle’ of the grocery product assortment. The design of the plus sign is based on a chevron shape that was present in the PC Express logo - also tying the two brands together. The photography and styling is aspirational, but without feeling unattainable or lavish. Illustrations are used to convey the service in a friendly, modern style, and uses the same colour palette as PC Express.
Team
Loblaw Digital team: Aoife Kilpatrick, Jeeval Tailor.
Photographer: Ben Marra. Stylist: Franny Alder. Digi Tech: Paolo Crisante. Retouching: Caroline McIntyre. The CoLab: Steph Mill, Shannon Baxter.