Proudly Rebranding Oklahoma City’s Largest Locally Owned Grocer!
Challenge
Homeland needed a refreshed, modern identity that would reflect its Oklahoma pride while clearly communicating value to its customers. Additionally, the existing price program was confusing to shoppers due to its multi-tiered structure, creating a need for simplified, impactful pricing communication.
Solution
At Rodmell & Company, I played a key role in Homeland’s rebranding by designing a cohesive brand identity that included a new logo reflecting Homeland’s proud Oklahoma heritage. This visual identity emphasized quality, value, and community focus. Additionally, I simplified Homeland's multi-tiered price structure into two clear categories: Red Hot Deals for limited-time offers and Price Drop Alert for everyday low prices, making it easier for customers to identify savings and amplifying the impact of promotions. Finally, I directed the store signage design, incorporating elements that highlighted Homeland’s fresh, local offerings while reinforcing the simplified pricing tiers and enhancing the overall customer experience.
Previous Logo
Final Rebrand
Identity Concepts
Started with Brand Strategy
Form & Elements Discovered
Visual Comparison VS Competitive Set
Brand Guidelines
Price Program
Price Program Introduction
Flyer Grid - Cover
Flyer Grid - Inside
Store Signage
Graphics Placed in Elevation
Store Location Adaptation
The Result
The rebranded Homeland Grocery opened to rave reviews, exceeding expectations and generating a 30% sales lift. The simplified price program improved customer clarity and reinforced Homeland’s commitment to providing everyday value alongside exciting, time-sensitive deals.
The new brand identity, signage, and promotional materials successfully positioned Homeland as a local, community-focused grocer while standing strong against regional competitors.
Creative Team — Rodmell & Company Inc.
Matt DeAbreu • Associate Creative Director & Brand Identity Designer
Designers | Luke Baulk & Corinne Su
Store Design | Denis McCutcheon
Executive Creative Director | Marcus Nilsson
Store Design | Denis McCutcheon
Executive Creative Director | Marcus Nilsson
