The Solution

With the melding of three companies into one, we knew that a strong brand would be the catalyst to ensuring a smooth integration. Recycling the remnants from the three existing brands wasn’t the answer. We decided to start fresh—ultimately formulating and creating an entirely new brand that we later helped to launch with great fanfare and success.

Here’s how we did it…

We immediately set about learning everything there was to know about each company. After extensive research and interviews, we emerged from the discovery phase with a branding strategy that focused on what grocery stores and retailers want most from their point-of-purchase merchandising suppliers—the ability to influence consumers to make a purchase.

Our next step in the brand development process was to name the company. After developing and vetting hundreds of possible names, we arrived at a clear winner – Shelf2Cart. The name encapsulates exactly what Shelf2Cart’s customers seek—influence over what shoppers buy, culminating in the transfer of products from the retailers’ shelves to the customer’s cart.

Inspired by the new name, we set about creating a completely new brand for the company. This included a new logo, color palette and graphic standards to guide every facet in communicating the brand across all print and digital media, from typography to tone of voice.

The brand launch was timed up to coordinate with the grocery store industry’s largest annual trade show. In addition to Shelf2Cart’s newly created 20 x 20 booth, to launch the brand we developed marketing statements, a corporate video, brochure, new website, pitch deck, stationery and digital communications. The new identity energized all three workforces and fostered true belief that the uniting of the three companies would bring new pride, new agility and new opportunities to everyone at the company. Strategic 7 Marketing continues to support Shelf2Cart as it charges forward into this new era.