Growing up about 30 minutes west of where Lowes Foods started I was familiar with this brand early on, but I was always confused about the name. Are they connected to Lowes Hardware? Owned by the same people? After all Lowes the hardware store is also headquartered in NC but down in Charlotte. We never really shopped at Lowes Foods though when I was little so it wasn’t until I moved back to the area after being away that I really checked out the grocery store.
My first impression of Lowes was low end, basic grocery store. I had just left Florida, land of Publix, where I fell head over heals in love with that wonderful store “where shopping is a pleasure.” So my grocery store bar was set very high and Lowes just didn’t do it for me. At that time I felt like they did not have a solid and clear statement to the shopper about who they are and what they stood for. They were, you know… just a regular grocery store.
Over the years I’ve only dabbled with shopping at Lowes. Part because its not convenient for me personally, part because I just don’t like the place. I can count the number of times I’ve shopped at Lowes over the last 7 years on my two hands.
So you can imagine my absolute shock when I noticed earlier this past week that they had redesigned their logo- and it was pretty amazing. Retro inspired cool, the new script logo looks great. Feels historic but fresh at the same time. Has a great energy and is light years ahead of the old mark.
Following the logo redesign I went over to their website and, to my delight, saw they had redesigned that as well. The visual language they’ve set up is consistent, interesting, and with enough variety to keep things engaging.
My favorite parts of the whole redesign is what Lowes calls their “Originals.” These are basically “stores-within-the-store”. Whole Foods is famous for these — the beer bar that will fill your growler up while you sip on a pint, the BBQ shack right down the aisle from canned goods. But this concept at Lowes Foods? Who’d a thunk? The design of each “Original” is unique but consistent and contributes to the overall feeling of what Lowes is putting forth. The concepts are very cool- a craft beer bar, a sausage makery, a fried chicken joint, and a couple other community focused ones that holistically make Lowes feel like more than “just” a grocery store.
For me, “The Beer Den” tops my list. I’m digging the overall rustic, modern, hand crafted feel of the space as well as the bold type and illustrations used. The printed growlers add a nice touch of specialty and reinforce Lowes’ new position as craft beer experts. Just look at that bear art — bad ass!
I’ve yet to step foot in a newly redesigned Lowes. All of my conclusions have been drawn purely based on the digital work put out there by Lowes and their agency of record, The Variable. So will it all fall apart in the store? I’ll be very interested to see when I plan my next visit. What I’m even more curious about is what will these bold statements do for Lowes’ business? My hope is it works out for them. They’ve embraced design as an important factor to move the needle and as a designer I want badly for that to work out for them — if it does, other companies will take notice and the success story will raise our industry. Fingers crossed.