Family dollar - BRAND REFRESH

Family Dollar tasked Catapult with refreshing their brand because their image had become outdated and misleading
to the type of service and products they provide. Ultimately Family Dollar needed a makeover to help increase sales
and make themselves have a stronger a personality and a reason for shoppers to come back time after time.

Family Dollar store with signage before Catapult created a new consistent look in-store across all POS elements.

Family Dollar store with signage before Catapult created a new consistent look in-store across all POS elements.

before / after family dollar in-store

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before

In-store signage, displays, shelf strips, price points, were all inconsistent and didn't have a cohesive look and feel. 

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after

We created new brand logos to stand out in the value channel and make the Family Dollar brand orange more ownable and in the forfront. We emphasized the Everyday Low Prices tag that Family Dollar stands by.

New FamilyDollar.com

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Iconography created to help navigation on the new website

Iconography created to help navigation on the new website

The creative Process

Original Family Dollar Brand Elements

Original Family Dollar Brand Elements

Some of the creative concepts explored eventually turning into the Family Dollar brand arch

Some of the creative concepts explored eventually turning into the Family Dollar brand arch