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HEAL International rolled up to Giant Eagle, ready to drop a new brand that's gonna shake up the health game. They're talking about launching a fresh, bold, captivating identity - one that works perfectly in concert with the Giant Eagle label, just as Safeway did with their Select label. But, it also needed to rock its own swagger. It wouldn't be just another product line, it would be a full-blown wellness program too, pushing the boundaries of what healthy can be.

Approach

Our team grabbed our trusty sketchbooks and started drafting. We needed a name that'd work with the likes of Giant Eagle, Kroger—all those big names under one umbrella. Something that'd stick, yet enhance the feel of these brands. Our solve? "&You". It's simple, it's catchy. It slides right into "Giant Eagle &You", turning the brand into something personal. From there, we storyboarded the heck out of how this brand would live and breathe.