Walmart ToGo

While interim Creative Director, lead all aspects of strategy, design and development of pilot grocery delivery platform: Walmart ToGo. Deliverables included identity, uniform and truck design, direct mail and website: www.grocery.walmart.com.

The challenge

In 2011, Walmart wanted to expand market share for the grocery business by offering an alternative to shopping in store. Shopping for grocery in store versus shopping for grocery online required a shift in a mental model for Walmart's customers.

Top user barriers

1. How do I know if it's fresh?
2. Have a very little time to do a grocery shopping 
3. Do I need to be home? Can I select my time?

Top business concerns

1. Development of a new “sub-brand.”
2. Various deliverables with rapid turnarounds.

The solution

To address this new business model for Walmart, the team and I developed an identity that extended to different touch points. The new brand expressed the freshness of the product using clean imagery and added content to translate complex problems into seamless end-to-end user experience.

Branding

Additional work