Big Question
How can a rewards program feel authentic and true to a local brand while adding in a little bit of fun?
CLIENT
New Seasons Market
ROLE
Brand Strategist & Graphic Designer
TEAMMATES
Chelsea Vandiver, Aura Aragon-Ball
New Seasons Market wanted to launch a loyalty program, but as a beloved local grocery store they needed to make sure it felt as special as their stores. My team was tasked with creating a simple strategy, activations, and brand direction to go along with the program.
3 Initial directions developed
This is a program to help people who love New Seasons love New Seasons even more. It’s not about offering discounts, savings or rebates. So let’s be celebratory and embrace a “yes, and” mentality. We think loyal customers will appreciate this positivity and be more inclined to join and embrace the program if it’s celebratory. The train’s leaving the station, hop on!
There will eventually be other aspects to the program, but at it’s core, a rewards program is about collecting points to earn a reward. Focusing on points and rewards is a quick and easy way to communicate that this is a rewards program, and keeps the focus on what shoppers care about most. But naturally we want to push past words using only like rewards and points to create something that feels unique and on brand for New Seasons.
Regular New Seasons shoppers have a lot of brand loyalty, but even more so for their home store and the staff that works there. Or put another way, they love New Seasons but they really love their New Seasons. And for the most part, they live really close by. So let’s call these folks what they are, neighbors. And let’s name the program after them.
Second Round Design
Option A
Option B
