THE CHALLENGE
Roche Bros., a Massachusetts-based grocery retailer, envisioned a new kind of neighborhood market inspired by European-style food markets and the original vision of founders Pat and Bud Roche, who opened their neighborhood meat market in Roslindale, Massachusetts, in 1952.
The concept offered a more personal approach to grocery shopping, with an emphasis on local produce, regional artisan products, gourmet prepared foods, and inviting diner, café, and bakery areas. To bring this vision to life, Roche Bros. needed an entirely new brand, one that captured the character of a neighborhood market and created a distinctive, cohesive experience at every customer touchpoint.
INDUSTRY
Retail / Grocery
SERVICES
Research & Analysis, Positioning, Brand Messaging, Naming, Logo Design, Visual Identity, Brand Standards, Brand & Corporate Communications, Sales & Marketing Collateral, Signage & Environmental, Advertising, Direct Mail, Packaging, In-Store Ephemera
THE SOLUTION
Marquis partnered with Roche Bros. to build Brothers Marketplace from the ground up, developing the name, brand messaging, visual identity, and distinctive brand voice. Inspired by the character of a neighborhood market, the identity was designed to create a warm, cohesive experience that carried through every customer touchpoint.
A major part of the work was bringing the brand into the physical store environment. Marquis designed environmental graphics and signage, including wall graphics, department and aisle signs, end-cap displays, point-of-sale elements, and exterior design features. The identity also extended across packaging, shopping bags, uniforms, café menus, advertising, direct mail, the In Season magazine, and the website. A comprehensive brand book provided guidelines for consistent implementation across marketing materials and future store openings.
