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Project Overview
The Challenge
A world of flavor awaits at Lowes Foods, a grocery chain headquartered in Winston-Salem, NC, with locations across North Carolina, South Carolina, and Virginia. Dedicated to offering local products and experiences, Lowes Foods partnered with Wildfire to tackle an exciting challenge: how to encourage customers to experiment with spices beyond just recipe needs. Enter the Spice Bazaar, a dynamic “store within a store” where spice lovers could create custom blends without a heavy financial investment. Wildfire designed an intricate branding package that included immersive in-store experiences, unique signage, packaging, and uniforms, all evoking the passion and allure of spices. This bold initiative led to the renovation of 2.5 million square feet of retail space, the construction of 1.5 million square feet of new space, and impressive growth with a 7% increase in basket size and a 23% rise in transaction volume. Move over McCormick, there’s a new spice boss in town!
Campaign Components
- Consumer Research
- Brand Identity
- Packaging Design
- Point of Sale
- Environmental Design
As part of the ‘store within a store’ branding initiative, Lowes Foods renovated 2.5MM square feet of existing retail space, built 1.5MM square feet of new retail space, saw their basket size increase by 7%, and their transaction volume increase by 23%.
