BRG Branding for Modern Workforce

Retail Business Services provides innovative solutions in support of Ahold Delhaize USA’s portfolio of great local grocery brands including Food Lion, The GIANT Company, Giant Food, Hannaford and Stop & Shop. As part of its ongoing commitment to building a culture of belonging, the company celebrates and supports its diverse team of associates through its ten Business Resource Groups (BRGs). With recent expansion within the organization, Retail Business Services desired to develop a streamlined branding approach and cohesive naming convention strategy for its BRGs and enlisted Phoenix Lifestyle Marketing Group to assist in this effort.

The Phoenix explored the existing logos and naming conventions as a basis to develop an effective creative strategy that aligned with the company’s brand values and culture while also conveying a shared sense of belonging – recognizing each business group’s identity and individuality. The Phoenix team then leveraged the exploration outputs to create new brand identity elements for each BRG, including naming convention, color palette and logo design.

The Phoenix developed an evocative one-word naming convention that effectively captured the essence of each BRG. Additionally, color palettes were carefully selected that were representative of each BRG’s reasons behind their existence and their function. These elements were then combined in a uniform template to achieve cohesiveness while still celebrating the individuality of each group.