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Competition: Spark:Communication
Designer: Kevin E. Kelley - Principal
Design Type:
Company / Organization / School: Shook Kelley
Team Members: Michelle Aitala Jon Cairns Andrea Cernusak Nina Choe Meina Co Sabrina Fan Kat Fon Jennifer Kim Austin Lomeli Mokgadi Mokgobu Michael Powell, Ph.D. Denise Ramos Jennifer Reynolds Yusuke Yokoyama

Reasor’s, a 19-store, employee-owned supermarket chain based in Tahlequah, Oklahoma, sought to reinvent their brand in the face of increased competition. Working with strategy and design firm Shook Kelley, Reasor’s launched a brand-building process that captures a more meaningful, relevant and proprietary story about Tulsa food and lifestyle. The new brand identity includes a logo inspired by the spirit and typography of traditional paper invitations. Its fleuron shapes and color palette evoke the classic warmth of a gracious host with homegrown roots. Both the identity and the new flagship store design in Tulsa’s Brookside neighborhood embody the new brand promise to “Bring Your Table To Life.” The store’s environmental graphics are inspired by traditional ranches’ rustic metal silhouettes of local pastoral landscapes and scenes. Combined with evocative and refined ranch inspirations, the store environment supports a brand story centered around a series of merchandised table areas, inspiring shoppers to explore unique home products. The store also features a neighborhood outpost of “CookHouse,” a new Reasor’s restaurant offering local hometown fare, such as scratch-made Dutch oven specials. CookHouse’s Western-inspired logo communicates its perspective by appropriating the shape of Oklahoma as a sizzling pot.