Loblaws Brand Refresh
Transforming Loblaws’ brand identity into a bolder and brighter version of itself.
Timeline November 2025 to April 2026
Role Art Director + Visual Designer
Context
Food for all the moods.
Loblaws is Canada's largest retailer, a brand woven into the everyday lives of millions of Canadians from coast to coast. But by the early 2020s, the landscape had shifted. The economic pressures of the pandemic and a growing national focus on affordability had fundamentally changed what Canadian consumers needed from the brands they relied on most. Value had moved to the forefront.
For Loblaws, this created both a challenge and an opportunity. The existing brand identity carried a sense of polish and establishment, but in a changing market, there was a clear need to evolve. Consumers were looking for a brand that felt closer to them, one that reflected their priorities and met them where they were.
The refresh was a strategic repositioning as much as a visual one. The goal was to build an identity that felt genuinely accessible, warmer, more approachable, and value-forward at every touchpoint. Not just in messaging, but in the look, feel, and tone of the brand itself.
The new Loblaws was designed to grow with the Canadian consumer, and to show up for them in a way that felt relevant, inclusive, and real.
Challenge
How do you evolve an iconic Canadian brand to feel more accessible and value-forward,
without losing the trust and recognition it has spent decades building?
Process
Design Principles
Energy and Movement
Movement and spontaneity signal approachability, the brand is confident enough not to take itself too seriously.
Colour as a Statement
Color is used to differentiate, not blend in.
Warmth and Value
An inherently friendlier and value-focussed identity that welcomes first time buyers into our stores
Final Design
In a Loblaws near you
Next Steps
With the brand established, the focus shifts to rolling it out consistently across every consumer touchpoint. This means revisiting and redesigning the full ecosystem of Loblaws programs and communications, from email marketing and digital advertising to in-store signage, loyalty program materials, and seasonal campaigns. Each program presents an opportunity to reintroduce the brand through the new lens, ensuring the updated visual language, tone, and values show up cohesively whether a customer is opening an email, walking through a store, or scrolling past an ad. The work ahead is not just a visual update, it is a rethinking of how every program communicates, connects, and reflects the Loblaws of today.