Design: Activation, Branding

The Project

Ruler Foods is a Kroger Brand. To keep pace with its parent company, Ruler needed to build brand loyalty amongst its savvy, value-minded shoppers. They came to BLDG to help develop an identity that inspired its customers and showcased the tremendous emotional, financial and health-related value of value shopping at Ruler Foods.

The Design

The pride in planning the perfect meal, the care in creating something unique and special, the things that can’t be found on a list or label, those are the things you’ll find in every aisle at Ruler Foods. A simple design paired with expressive details, we brought joy, smarts and and a little personality to a fulfilling shopping experience that proves it’s what’s in the cart that counts.

Heart to cart touch points are littered through the store to educate shoppers how Ruler sustains their low prices without skimping on quality.
Giant color-coded carts act as beacons to help shoppers navigate the store and get what they need quickly.