Pearlfisher has created the identity for upscale New York food store Balducci’s, as it moves to reposition itself as the ultimate ‘food lover’s market’.
The work comes as Balducci’s owner Sutton Place Group prepares to unite its 11-strong estate of East coast speciality food stores – which also includes six Sutton Place Gourmets and four Hay Day Country Farm Markets – under the Balducci’s name.
Further dissemination of its identity is in the offing. ‘We have aggressive growth plans up and down the Eastern seaboard,’ says Sutton Place Group vice-president of marketing Joe Dobrow. He adds that the company is looking to open 25 to 30 stores within three to five years.
According to Pearlfisher partner Karen Welman, the London consultancy’s challenge was to create a ‘distinctive and completely ownable’ identity that was strong enough to withstand a range of applications.
The work is rolling out across fascias, internal and external signage, point-of-sale materials, carrier bags and uniforms. The identity will also, eventually, be applied to packaging for Balducci’s own-brand products.
‘We’ve managed to merge an element of tradition with a modern, contemporary marque,’ says Welman. The elaborate letter ‘B’, which is drawn from Balducci’s original identity, sits within the ‘negative white space’ of another, more ‘contemporary’ ‘B’, she explains.
This image is altered depending upon the application. For instance, the white space features ‘a couple of holes’ when it is used on signage for Balducci’s cheese department, says Welman.
Pearlfisher started work on the project, which will also involve consulting on the development and design of Balducci’s retail environment, in March. Welman and Pearlfisher creative director Shaun Bowen are creative leads on the project. There was no pitch.