In-Store Signage
2024-2025
New York
Amazon Fresh is an online and physical grocery store offering a wide selection of fresh produce, pantry essentials, and everyday favorites at affordable prices.
Department Signage
The Problem
Our existing produce signs weren’t doing much. Just product name, icon, done. They looked fine, but offered no real value. A missed opportunity in a space where every touchpoint is a chance to guide behavior.
The Insight
Shoppers aren’t just identifying ingredients, they’re planning meals. Shoppers don’t just want to know what something is. Sanding in front of a wall of vegetables, they’re thinking, “What can I make with this?”. We saw a chance to meet them in that moment.
The Solution
We rewrote the role of signage to inspire action. Each sign now offers a quick, craveable meal idea helping shoppers instantly see the “what’s for dinner” potential in every item and making it easier to add to cart.
The Problem
How do you make nearly expired produce feel appealing instead of like a last resort? The original name, Last Chance Produce, felt more like a warning label than a value offer. It emphasized urgency and expiration
The Insight
Reframed the problem by flipping the script—from almost gone to good to go. Our new goal would now be to turn this overlooked fixture into a smart, sustainable pick for value-minded shoppers without sacrificing appetite appeal.
The Solution
A name that’s clear, energetic, and appetizing. We paired it with bright, simple signage that highlights the benefit: ready-to-use produce for less. Messaging focused on value and reducing food waste, making the experience feel intentional.
