KROGER: WORD OF MOUTH DIGITAL PLATFORM

The Kroger Company, a grocery conglomerate that owns several chains of grocery stores including Mariano's and Smith's, wanted to create a word of mouth platform to increase engagement between loyal customers and key brands. Our challenge? Create branding for this tool that appeals to the target demographic of 25-45-year-old shoppers.

The program is pretty simple: Loyal members receive a box of goodies from various brands in return for their honest opinions about the products in text or video form. This user-generated content can then be used by brands on their social channels and by Kroger to help understand consumer preferences.

After many iterations, we fell in love with Voicer. Voicer works as both a description of the program and the participants. Voicer is a platform for your opinion to be heard by Kroger, the brands and your peers.

This is an iteration of the brand message.

After much exploration, we landed on this bright, fun palette to represent Voicer. The tones are bold without being cheap, youthful without feeling young.

This is the final logo lockup. The font style feels hand-written and unique, with two voice bubbles incorporated to capture the idea that this program is about conversations, not one sided opinions.