JOE FRESH

DMD has been working closely with the teams at Loblaws and Joseph Mimran & Associates for almost a decade and we were thrilled last year to have the opportunity to refresh the JOE FRESH grocery program. This was the original in store program that launched the brand across Canada and helped build JOE FRESH into an international clothing retailer. The grocery store-in-store program is a very important part of their business model and with the existing design being almost 7 years old (at the time) it was in need of some attention.

DMD first looked at the existing competitive landscape while assessing the current JOE FRESH fixture inventory, condition, and merchandising needs. A design audit highlighted where improvements could provide value, and what fixtures or assets could be carried forward to save capitol without looking dated or tired.

Over the course of almost a year DMD designed a new central fitting room ‘hub’ which acts as a brand tower, complete with a new POS area, large format graphics, and surrounding accessory fixtures. Throughout the department, layout, flow, sightlines, and all wayfinding were all improved through careful design. New fixtures add versatility to the merchandising options while drawing shoppers deeper into the department. The design emphasizes the value JOE FRESH customers want while elevating the look and feel of the department. When the design concept was complete, DMD worked closely with the JOE FRESH team and all the fixtures vendors to build a full-scale test store before mass production.

The new look with it’s added functionality is being rolled out across Canada starting 2015.