every square inch of a rebrand

Aw man, as an agency, wouldn't you just die to have a client come to you with the opportunity to rebrand every square inch of their business? Not just a logo, or a tag line, or advertisements...but the whole entire brand experience...the entire category really! That's exactly what Lowes, a regional grocery chain, brought to The Variable agency in Winston-Salem.

The images below are the result of their efforts, challenging typical grocery store conventions with a tone they describe as "if Pixar created a grocery store, but talked about itself the way BuzzFeed would." That description, while entertaining, doesn't even do it justice. Absolutely beautiful work!

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