BY Armin

Ye Olde Pathmark

If you can’t tell the difference between the two logos above, that’s because there isn’t. Pathmark is a 40-year-old supermarket chain with 140+ stores in the states of New Jersey, New York, Pennsylvania and Delaware and is currently the 31st out of the top 75 supermarkets in the nation according to Supermarket News and, earlier this year, it launched a 55,400-square-foot protoype store in Kinnelon, New Jersey to capitalize on its new branding and merchandising initiative, “Go Fresh, Go Local”. So while the logo has stayed the same, the real changes have happened inside.

Working with CBX in New York, Pathmark has completely rethought their store. “The Kinnelon prototype,” says Pathmark’s CEO John Standley, “is the culmination of a comprehensive design process which included incorporating consumer research, merchandising strategies and operational input to develop a compelling retail footprint that can be easily replicated in current and future renovations.” To further enhance the experience and newness of the store, CBX and Pathmark gave overly cute, fictional (and annoying) names to each of the services like “The Original 59th Street Delicatessen”, “Chelsea Baking Company”, “Chesapeake Seafood Company” and my favorite “The Butcher Shoppe” (because nothing says quality like a shop with an extra ol’ “pe”). Then again, I don’t shop at Pathmark (even with one a few dozen blocks away from my house in Brooklyn in the warp hole that is Atlantic Terminal), and I don’t think I’m the target audience. But as you can see from the photos below, the change is pretty startling. That is not to say, however, that it is the best supermarket design program I have ever seen. (If I remember correctly, Publix were beatifully designed). Overall, I appreciate the effort and metamorphosis, but the design obsessive in me can’t cope with the potential to do more sophisticated and less clichéd work — there has to be something more than Copperplate Gothic to communicate fresh, homey and hearty food products. I do find this to be a great example of reviving a brand without having to throw away the equity of an existing identity (even if, in this case, the logo could have used a little pickmeup) and working from the inside out while keeping the customers’ experience and needs at the top of the priority list.

Bakery, before and after.

Butcher, before and after.

The Deli/Bistro, before and Deli separated from Bistro after.

Produce, before and after.

Seafood, before and after.

The family of services.

\n\nIf you can't tell the difference between the two logos above, that's because there isn't. Pathmark is a 40-year-old supermarket chain with 140+ stores in the states of New Jersey, New York, Pennsylvania and Delaware and is currently the 31st out of the top 75 supermarkets in the nation according to Supermarket News and, earlier this year, it launched a 55,400-square-foot protoype store in Kinnelon, New Jersey to capitalize on its new branding and merchandising initiative, \"Go Fresh, Go Local\". So while the logo has stayed the same, the real changes have happened inside.

Many thanks to our ADV @ UnderConsideration Partners