BRAND IDENTITY | ENVIRONMENTAL & IN-STORE DESIGN | SOCIAL & DIGITAL DESIGN | PRINT DESIGN | BRAND GUIDELINE
Moser’s Foods is a locally owned, employee-owned grocery chain serving Mid-Missouri communities since 1982. As part of a new brand direction centered around the idea of Closer to Home, I was responsible for bringing Moser’s refreshed brand identity to life across every customer touchpoint. With little prior consistency between locations, my role focused on translating the brand’s tone, voice, and values into a cohesive visual system that could scale across eight stores.
I led the design and rollout of in-store and exterior signage—including cart corrals, bollards, posters, ceiling danglers, and end caps—while also creating digital assets for social media, the website, and mobile app. In addition, I developed comprehensive brand guideline to ensure long-term consistency. sThe result was a unified, recognizable brand experience that reinforces Moser’s commitment to community, local pride, and neighborly care at every touchpoint.
Goal: Create a cohesive, scalable brand system that brings Moser’s Closer to Home story to life across physical and digital environments.
END CAP SIGNAGE
End cap signage played a key role in bringing Moser’s rebrand to life, serving as the most prominent and widespread in-store touchpoint. Each end cap highlights a core value—Local Favorites, Value You Can Trust, or Better for You—using distinct colors, icons, and bold headers, while vertical signage provides deeper context and explains what each designation means to Moser’s. Together, these signs did much of the heavy lifting in establishing brand recognition and consistency across the store.
CEILING DANGLERS
Designed to grab attention and introduce shoppers to Moser’s new visual language, these ceiling danglers use distinct shapes and icons to communicate key shopping values—Local Favorites, Value You Can Trust, and Better for You. Placed throughout the store, they help educate customers on what each symbol represents while reinforcing brand recognition from above.
INSTACART LAUNCH PROMOTION
A cross-platform design announcing Moser’s partnership with Instacart, created for the website, mobile app, and in-store bag stuffers. The piece introduces the new shopping option with a clear call to action to download the Instacart app, while staying true to Moser’s refreshed color palette and neighborly brand voice.
DELI HOLIDAY CATERING CAMPAIGN
A seasonal campaign promoting Moser’s deli catering trays across in-store signage, website, mobile app, social media, and bag stuffers. Designed to support a high-traffic holiday push, the visuals highlight convenience, quality, and local care while staying consistent with Moser’s refreshed brand voice and visual identity.