Case Study
Strack & Van Til
Redefining Value for a Family-Owned Grocer.
Project Overview
Strack & Van Til, a trusted family-owned grocery chain, had long been known for premium products and exceptional service. But as consumer habits shifted in a tighter economy, value became a primary driver. The challenge: reposition the brand to highlight affordability—without compromising its legacy of quality or customer care.
I led the creative for a brand refresh that introduced a new pricing structure, updated messaging, and high-impact visuals, helping redefine the grocer’s market position while reinforcing trust and loyalty.
Objectives
- Shift brand perception to emphasize value without losing premium appeal.
- Integrate a new pricing system into a consistent, compelling visual identity.
- Refresh marketing materials across digital, print, and in-store touchpoints.
- Strengthen emotional resonance with loyal customers during a transitional time.
Roles & Responsibilities
As the Creative Director on this campaign, I was responsible for:
- Leading creative strategy and execution across all consumer-facing materials.
- Designing a new logo system and defining a flavor-based color strategy.
- Overseeing the integration of new pricing into the visual system.
- Directing photography for use across digital, print, and broadcast.
- Supporting cross-channel execution, including direct mail, in-store signage, outdoor, and a branded microsite.
Reframing Value Through Messaging & Design
To communicate the brand’s renewed emphasis on value, I developed a simplified pricing system and clear messaging framework. The campaign was anchored in the promise of delivering “real value without compromise”—balancing affordability with the warmth and reliability that defined the grocer’s legacy.
Photography Direction & Cross-Channel Impact
I led on-site art direction for custom photography that reflected the everyday warmth and quality of the shopping experience. These assets became the foundation for a broad campaign spanning outdoor, in-home, and digital placements—strengthening connection at every touchpoint.
Takeaways
This brand refresh helped Strack & Van Til remain competitive in a shifting market—without losing sight of the values that built their customer base. By aligning visual identity with a clear pricing narrative, we helped reposition the grocer while honoring its trusted legacy.
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