Refreshing Sprouts Farmers Market
By FITCH, Columbus, USA
For Sprouts Farmers Market
Highly Commended in category Design & Branding
In subcategory Retail - Permanent
Project Description
When FITCH engaged with Sprouts we identified 3 key strategic advantages to it's current brand and operation: small format, specialized product, and price advantage.
Sprouts Farmers Markets is growing organically through expansion due to their popularity with it's target market: every person in America shopping for great produce, home-raised meats, clean-label packaged goods and natural, organic health and beauty products at very reasonable prices offered in a smaller, easy-to-shop format. Yet, Sprouts needed to grow specific areas of the business to be able to retain the core of their business: low-priced abundant produce.
Amongst it's competitors, Sprouts has the most authentic heritage as a farmer’s market. FITCH’s solution was to acknowledge the varied roles Sprouts plays for their shopper in relation to it's products: As a retailer that brings together products and services to create solutions with an editorial eye, as the distributor of products that the Sprouts brand can stand behind, and most importantly, as the source of products.
Sprouts Farmers Markets is growing organically through expansion due to their popularity with it's target market: every person in America shopping for great produce, home-raised meats, clean-label packaged goods and natural, organic health and beauty products at very reasonable prices offered in a smaller, easy-to-shop format. Yet, Sprouts needed to grow specific areas of the business to be able to retain the core of their business: low-priced abundant produce.
Amongst it's competitors, Sprouts has the most authentic heritage as a farmer’s market. FITCH’s solution was to acknowledge the varied roles Sprouts plays for their shopper in relation to it's products: As a retailer that brings together products and services to create solutions with an editorial eye, as the distributor of products that the Sprouts brand can stand behind, and most importantly, as the source of products.
Agency Solution
We began by asking: How does a farmer go to market? We looked to the Sprouts history to develop our answer. We allowed the answer to drive our design. The brand and commercial needs drove the application of design to customer experience in pursuit of increased revenues.
FITCH’s concept was to emphasize the Sprouts heritage by “Reflecting the Source” and to act and present as a farmer would.
Reflecting the Source through the design and experience meant creating a look and feel that is more authentic and less commercial with alternating moments of authenticity (authority), camp (cleverness), vintage (texture), hospitality (service design) that originates with the needs of the customer and is realized through the Sprouts brand speaking and acting in full character.
FITCH’s concept was to emphasize the Sprouts heritage by “Reflecting the Source” and to act and present as a farmer would.
Reflecting the Source through the design and experience meant creating a look and feel that is more authentic and less commercial with alternating moments of authenticity (authority), camp (cleverness), vintage (texture), hospitality (service design) that originates with the needs of the customer and is realized through the Sprouts brand speaking and acting in full character.