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Freson Bros. Fresh Market

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Freson Bros. is a privately held, family-owned supermarket brand with 15 stores in the Canadian province of Alberta. Shook Kelley worked with Freson Bros. on a Discovery and Brand Strategy, which led to the creation of a new prototype Fresh Market store for the brand.

The new Freson Bros. strategy expands on previous brand developments, while seeking a more genuine and more relevant identity. The brand direction is rooted in the Lovsin family’s values and beliefs, their Alberta heritage and their butcher traditions. This strategy, tied to contemporary food culture trends, combines a relevant point of view with a genuine family voice.

The new store experience tells the Freson story by highlighting how the brand adds value to shopper lives. Newly featured shopping zones, like the Root Cellar, Banj’s Smokehouse and the Baker’s Shop, add a local touch to the modern store, tailoring the experience to an Alberta audience. In the Butcher Shop and The Kitchens, environmental graphic design plays a critical role in communicating the brand’s philosophy and personality, both through written messaging (developed by Shook Kelley), as well as materiality and texture.

The Freson shopping experience has been reinvigorated in the prototype store. According to anecdotal responses from Freson team members at all levels, shoppers “love” the experience and even the employee team feels good about showing up to work every day. Brand leaders are similarly excited about the sales results, as the store has considerably exceeded expectations. In particular, newly featured components, including prepared foods and the smokehouse, have helped redirect the company’s future business and competitive strategies.

Newly featured shopping zones add a local touch to the modern store

Arguably the most important proof of the Freson Bros.’ Stony Plain prototype store is convening. Not only has Freson created a brand that their neighbors identify with, but the store itself has become a hangout space and a dining destination. The seating area, adjacent to the Kitchens, features a long community table crafted by a local carpenter from fallen trees in the woods, as well as a fireplace and booth seating. It’s a place to see and be seen, from weekend breakfast to weekday lunchtime. Freson has set a new standard for everyday life expectations in Alberta.

The new Freson Bros. strategy expands on previous brand developments, while seeking a more genuine and more relevant identity. The brand direction is rooted in the Lovsin family’s values and beliefs, their Alberta heritage and their butcher traditions. This strategy, tied to contemporary food culture trends, combines a relevant point of view with a genuine family voice.

The new store experience tells the Freson story by highlighting how the brand adds value to shopper lives. Newly featured shopping zones, like the Root Cellar, Banj’s Smokehouse and the Baker’s Shop, add a local touch to the modern store, tailoring the experience to an Alberta audience. In the Butcher Shop and The Kitchens, environmental graphic design plays a critical role in communicating the brand’s philosophy and personality, both through written messaging (developed by Shook Kelley), as well as materiality and texture.

The Freson shopping experience has been reinvigorated in the prototype store. According to anecdotal responses from Freson team members at all levels, shoppers “love” the experience and even the employee team feels good about showing up to work every day. Brand leaders are similarly excited about the sales results, as the store has considerably exceeded expectations. In particular, newly featured components, including prepared foods and the smokehouse, have helped redirect the company’s future business and competitive strategies.

Newly featured shopping zones add a local touch to the modern store

Arguably the most important proof of the Freson Bros.’ Stony Plain prototype store is convening. Not only has Freson created a brand that their neighbors identify with, but the store itself has become a hangout space and a dining destination. The seating area, adjacent to the Kitchens, features a long community table crafted by a local carpenter from fallen trees in the woods, as well as a fireplace and booth seating. It’s a place to see and be seen, from weekend breakfast to weekday lunchtime. Freson has set a new standard for everyday life expectations in Alberta.

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