BOLD. Genuine. texan.

In recent years, H-E-B has worked to update the interior sign package in it’s stores. From new stores to remodels, this sign package is being implemented. I have had the privilege of developing numerous sign solutions to help expand this new sign package.

The new interior package starts on the Fresh side of the store. Relevant messaging was selected that speaks to H-E-B’s core customer, and also ensures H-E-B’s brand pillars are communicated. From overhead department identifications to tags at shelf level, the messaging is consistent.

I worked closely with seasoned interior designers to develop headwall details and finishes to support our layered sign solutions. A farmer’s market feel was the goal, allowing each department to have its our personality and flare. Familiar textures and select sign materials help reinforce H-E-B’s Texas roots.

For this new package, the Beer and Wine department, along with several others, needed to be reinvented from the ground up. Through several reviews with leaders and customers, we developed robust research that heavily influenced the overall customer experience in the department. Higher-end materials were selected for the signs and finishes to draw customers in. With a large assortment of beers and wines, bold wayfinding helps customers navigate an otherwise overwhelming assortment.

On the general merchandising side of the store, unique overhead department identifications help breakup the sea of shelf gondolas. Creative use of lenticular elements and LED add character to some department signs.