A Pure Michigan Shopping Experience

NK was recently given the incredible opportunity to work with Kroger Co. of Michigan, Pure Michigan, and the MSU Product Center on a project that would support Michigan Made products and the state economy.

Kroger Pure Michigan End Cap Sign

In 21 stores across Michigan, Kroger has installed an end-cap filled with delicious Michigan-made products (including the products of another client, Brownwood Farms). All products in the display have received the Pure Michigan seal of approval, meaning 51% or more of the product's value is from Michigan. With a growing consumer demand for local and Michigan made products, the timing couldn't have been better for Kroger to launch this initiative.

NK was involved every step of the way – from developing campaign messaging, to sketching display concepts, all the way through the actual printing and installation of the signs.

Kroger Pure Michigan End of Aisle Display

From a design perspective, we wanted to create something that had stopping power - something that would make this Pure Michigan end-cap a go-to destination in the store. The design had to be bold, fresh, approachable, and also flexible so that it could be hung in Kroger stores of all shapes and sizes yet still carry a consistent look. We landed on a large, 3-dimensional hanging sign. The bright colors and unique shapes encourage shoppers to stop and take a look, and the agricultural imagery symbolizes the strong tie to the land that we all share here in Michigan. Those same aesthetics were carried over into the design of the shelf strips.

Kroger Pure Michigan End Cap Sign

The sign itself was printed on Sintra PVC board, which is lightweight yet rigid and durable, and takes well to printing. The printing was done using a Gerber CAT UV wide format inkjet printer in Kalamazoo which allowed us to print directly on the substrate.

We are proud to be a part of this program that supports Michigan businesses and we hope you get the chance to visit your local Kroger and see it for yourself!

Below is a list of Kroger stores featuring the Pure Michigan display:

407 7188 N. Saginaw Mt. Morris
409 12731 Saginaw Grand Blanc
424 945 N. Euclid Rd. Bay City
443 15255 Michigan Avenue Dearborn
455 30851 Gratiot Road Roseville
528 41941 Garfield Clinton Twp.
629 2733 Union Lake Rd. Commerce Twp.
635 2910 Center Ave. Essexville
650 4888 Adams Rd. Oakland Twp.
663 26130 Gratiot Roseville
675 5111 Highland Rd. Waterford
680 1100 Argyle Jackson
683 15251 23 Mile Rd. Macomb Twp.
684 21555 21 Mile Rd. Macomb Twp.
686 7000 Monroe Taylor
691 36430 Ford Rd. Westland
708 20645 Gibraltar Rd. Brownstown Twp.
716 16450 26 Mile Rd. Macomb Twp.
724 35000 23 Mile Rd. New Baltimore
782 30991 Woodward Royal Oak
888 6430 W. Saginaw Hwy. Lansing
  • Posted in: Thoughts
  • Monday, June 18, 2012.

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