Stater Bros. Brand Refresh
Fresh. Affordable. Community First.
Stater Bros. Markets is a Southern California supermarket chain rooted in fresh, affordable groceries and community. After nearly 90 years, the brand was ready for a new visual identity that could evolve with its customers while preserving the familiarity and trust built over generations.
The challenge was to evolve a deeply established brand without losing its loyal customer base, while creating a more contemporary identity that could resonate with a new generation of shoppers.
I focused on elevating what was already familiar, refining the brand’s existing visual language rather than reinventing it entirely. The goal was to create a more modern, cohesive expression while staying rooted in the brand’s Southern California heritage. I led the development of comprehensive brand guidelines, including a new color palette, refined typography, key brand assets, and the in-store experience.
I co-led the art direction for a new food and lifestyle photography direction, developing detailed shot lists and carefully curating every tactile detail from materials and textures to ceramics, glassware, linens, and cutlery. Drawing from my own food memories and experiences growing up in Southern California, I brought a personal sense of place and familiarity to the visual direction. The resulting photography became a cornerstone of the rebrand, appearing across out-of-home campaigns and throughout the redesigned in-store environment.
Drawing from my own food memories and experiences growing up in Southern California, I brought a personal sense of place and familiarity to the visual direction. The resulting photography became a cornerstone of the rebrand, appearing across out-of-home campaigns and throughout the redesigned in-store environment.
Credits/Collaboration
Agency, Traina
Photographer, Colin Price
Lead Designer, Robyn Cadavona
