Kroger rolls out the ‘Fresh Cart’ as part of logo

The Kroger Co. has added a visual enhancement to a brand identity relaunch nearly two years ago.

Kroger said Thursday that a new icon dubbed “Fresh Cart” has joined the elongated “K” and “G” Kroger logo and “Fresh for Everyone” tagline in its retail, marketing and media branding scheme. The curvy Fresh Cart icon — with two dots for wheels and containing what resembles a citrus slice — will feature the same contemporary, streamlined look and signature blue color of the Kroger logo.

On its website, Kroger noted that the Fresh Cart icon reflects its brand mantra of “feed the human spirit” through easy access to fresh food for all.

“The Fresh Cart combines two core Kroger Family equities, innovation and fresh, into one. The shopping cart is a symbol that has become synonymous with the grocery experience,” the Cincinnati-based supermarket giant explained. “Our cart was created using the curve of our K to represent our dedication to continually improving the shopping experience, no matter how you like to shop. The citrus wedges symbolize a commitment to fresh that goes beyond food. At Kroger, “Fresh” is an approach to everything we do and a feeling we hope to inspire in our customers. Moving forward, this icon will complement our existing Kroger Family brand assets, including the logo and tagline, and it will serve as a consistent visual unifier across our banners, services, modalities and experiences.”

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Advertising incorporating the Fresh Cart will span retail, television and radio broadcast, digital, print, social media, podcast, cinema and outdoor channels.

Kroger said it plans to kick off a mass multimedia campaign to spotlight its latest branding update. Advertising incorporating the Fresh Cart will span retail, television and radio broadcast, online, mobile, print, social media, podcast, cinema and outdoor channels, as well as TV and music streaming services, according to the company.

"Our new brand icon, the Fresh Cart icon, brings together the Kroger Family of Companies under one unifying visual and reinforces our brand promise, 'Fresh For Everyone,'" Chairman and CEO Rodney McMullen said in a conference call on Kroger's second-quarter results.

The nation’s largest supermarket operator, Kroger unveiled a new logo and brand identity in November 2019 to signify its “food first” culture. The rebranding also centered on a new slogan, “Fresh for Everyone,” to convey the grocer’s commitment to providing customers across its 20-plus retail banners with access to “fresh, affordable and delicious food.” Also introduced were the “Kroji,” a cast of animated characters to help differentiate the Kroger brand and “represent Kroger customers, associates and communities in an inclusive, relatable, optimistic and fun way,” the company said. The name “Kroji” combines “Kroger” and “emoji,” the digital icons used in social media.

Related:Kroger to ‘lead with fresh, accelerate with digital’ in 2021

The Fresh Cart icon is now popping up on Kroger's online and mobile properties.

The new cart icon builds on the earlier rebranding, which Kroger said established its focus on “fresh” and its name as a “uniquely egalitarian American brand.”

“In November 2019, we introduced a new visual identity, including a redesigned logo and animated creative featuring Krojis, as well as the tagline ‘Fresh for Everyone.’ With our brand positioning established, we’re launching an iconic symbol to serve as a visual tool that reinforces our retail leadership position and better unites our brands,” Kroger stated in an email on Thursday.

“The Fresh Cart design ties together Kroger’s more than 135 years of leadership and heritage in grocery retail and nods to the future of shopping. The design was created using the curve of our signature K to represent our dedication to continually improving the shopping experience, no matter how a customer likes to shop,” the company said. “The simplicity and the uniqueness of the Fresh Cart will provide a single, unifying visual for the Kroger Family of Companies (e.g. retail, pickup, delivery and ship-to-home) and help create an instant mental association with fresh.”

Overall, The Kroger Co. operates about 2,750 stores under banners such as Kroger, Ralphs, Dillons, Smith’s, King Soopers, Fry’s, QFC, City Market, Owen’s, Jay C, Pay Less, Baker’s, Gerbes, Harris Teeter, Pick ‘n Save, Metro Market, Mariano’s, Fred Meyer, Food 4 Less and Foods Co. The company totaled sales of $132.5 billion for the 2020 fiscal year ended Jan. 30.

*EDITOR'S NOTE: Article updated with comment from Kroger Chairman and CEO Rodney McMullen.