How Might We make H-E-B® more urban?
South Flores Market
Familiar. Fresh. Urban.
Program Management + Brand Strategy + Creative Direction​​​​​​​ + + Design Development
H-E-B® created a unique shopping experience for their first urban store in San Antonio. It offers a custom brand identity, messaging structure, and visual experience. Despite being new, it still provides the customer experience that Texans love.
Understand the scope.
For its first downtown grocery store, H-E-B® requested a unique retail experience that was also familiar.
Understand the needs.
Informed by an in-depth research phase, I devised a brand position and message system that appealed to our Downtown shoppers: Familiar, Fresh, and Urban.
Craft the right experience.
I designed an efficient brand communication system that underscored the urban theme. Both in the imagery and language, the Downtown aesthetic was integrated into architecture throughout the 12,000 square feet retail space.
Outcome
With record sales as a testing ground for new offerings, this store has become a destination for adventurous shoppers. As the only full-service grocery store in Downtown San Antonio, the South Flores Market has also become a cornerstone of the rapidly growing community. Plus, its successful design catalyzed the larger Buffalo Heights H-E-B® urban store experience in Houston, Texas.

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