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Freson Bros. Fresh Market

Winner - Silver

Competition: Spark:Communication
Designer: Mr. Kevin Kelley - Principal
Design Type: Environmental Graphics
Company / Organization / School: Shook Kelley
Website: http://shookkelley.com
Team Members: Project & Design Team: Laurel Bybee Meina Co Sabrina Fan Adam Johnston

This new environmental graphics package is for Freson Bros. Fresh Market store in Stony Plain, Alberta, a prototype store for this small family-owned and operated full-service grocery chain. Created to both express the family’s personality and integrity, as well as to stave off major corporate competitors, the design strives to create a physically permanent presence inside of the grocery store. In other words, communications here are closely integrated with the architecture concept and its materiality, not tacked on as a separately considered promotional signage or “decor” package, which is typical for the food retail industry. Neighborhoods around the store interpret local inspiration in visually different ways, each utilizing its own color palette, typography system and graphic elements. The graphic communications also helped distinguish special components inside the store that Shook Kelley created—such as “Banj’s Smoke House,” named after the co-founder’s brother Dan, affectionately known as Banj, short for Banjo. Through integrated communications, bold color choices and an organized system of eclecticism, the store helps convey the veritable story and local ethos of this Albertan family. This has helped Freson Bros. distinguish themselves from the streamlined sameness of other nearby supermarkets and discover new market opportunities to grow their business.