Client: Winn-Dixie Stores (Concept)

Winn-Dixie is a branch of stores that has had a negative reputation in the past which has affected their brand image. As a brand, they didn’t know how to effectively represent themselves that would make people really want to shop at their stores. So, the mission with this project was to RE-BRAND the Winn-Dixie store chain. The first question that came to mind when beginning this project was “What does Winn-Dixie want people to see in their brand?” And so, after doing a little research, I found a way of re-branding them into a store chain people would actually want to visit. We turned Winn-Dixie into a warm, friendly brand that expressed Southern hospitality. We wanted people to feel at home when visiting the stores, and so with that we designed a new logo, gave them a new slogan, and recreated their ad campaign. “Live and Feel Great!”