The Wellness Experience
National grocer Kroger and singer-songwriter Jewel needed help turning their ‘Wellness Your Way’ festival into a more engaging, inspiring and dynamic event. The previous iteration looked generic and corporate and was not reaching their target audience or getting the engagement levels they desired, so they hired Upshot to rename the festival and create a new visual identity for it.
As lead designer on this project, I worked with junior designer Gable Mansfield and copywriter Sunshine LeMontree to develop the logo, voice and visual identity system. Part of the ask was to add the energy and vibrancy we expect from a festival, but ensure it can also appear in Kroger-branded in-store communications seamlessly. We developed a set of tools that can be dialed up for the festival’s most artistic and energetic expressions and can be quieted for more straightforward, in-store communications, meeting the needs of all aspects of the project and each of the clients. We incorporated Kroger’s current brand font, Avant Garde bold, and their branded blue hue into the identity system so that the system was cohesive and complimentary.
Festival Visual IdentityRole:
Brand Strategy, Design Lead
Moodboard
Logo
Because the final festival name is long and descriptive, a purely typographic logo works best. The filled-in counters of the letters are a nod to stenciled spray paint graffiti, adding more ownability and leaning into the more creative and expressive side of the festival. The condensed type used in the logo sets it apart from the type used in the rest of the visual identity, keeping it a clean and separate yet complementary mark to the Kroger brand identity.
Brand Guide
