Wednesday, June 17, 2015

Kroger Script (Cursive and Block) and Fresh Fare Décor

We're almost done with the décor posts! This one, the third, marks the halfway point of sorts, with two posts left. However, there's more than just five types of Kroger décor present in the Mid-South, of course! As with the last post, which featured neon and wannabe neon types, this post highlights more than one décor style. In fact, today holds a look at three: two types of script décor (cursive and block) and Fresh Fare, which are all similar. The remaining posts will feature more than one package as well.

As far as I'm aware (well, more like as far as I'm concerned), there's only one script-built store in the Mid-South, or at least only one that looks photogenic enough for me to declare it as the standard building style for this package! In reality, though, script décor does have quite a presence around here, mainly in remodeled neon stores. That does make sense - just as many Bauhaus stores were remodeled with millennium, which was roughly two packages later, script was also two packages away from neon, by my calculations. Of course, nowadays Kroger has just resigned to remodeling everything in sight with 2012 décor!

Inside the store, as usual, you are greeted by the produce section. No longer "the Kroger Garden," produce nonetheless still goes by different names depending on - to quote l_dawg2000 from a comment about Blogger -  "[what] case, [what] day, and...which way the wind was blowing, LoL!" Here, you see both "Produce" and "Fruits & Vegetables" elegantly scrawled (oxymoron, anyone?) - er, spelled across two 3D displays. For full disclosure: other stores had only some or maybe no 3D displays, opting solely for the letters plastered on the wall (those were mostly remodels of older décor, so far as I can tell). Similarly, some stores had both names presented here, while others had one or the other.

As I seem to keep saying is typical - a Kroger's layout, after all, tends to be the same, if the décor is not - produce is flanked by the bakery and the ever-identity-crisis-faring deli/delicatessen. With these photos, you can see close-up the muted colors that accent the cursive script in this package, as well as the similarly pleasing architecture.

Along the back lie the lunchmeat and meat and seafood departments. Again, the layout depends on the store: meat and seafood can be wed or divorced, so to speak. Also, note the woodgrain Kroger logo at the corner past "Luncheon Meat" - one of the many classy, repeating script décor elements.

Past those departments you have fresh dairy, along with milk and juice. With the latter pic you can really see one of the diamonds that accent the décor further. Also playing accents are some local flair elements (in select stores; not pictured below), as well as more Kroger nods and the matching aisle signs, both of which are pictured below.

Underneath the little embellishments you have other sections of a script store - not necessarily in all, but worth a look - including the natural foods area, and floral and café spaces. Below is the pharmacy department.

Last but not least, a look at the front end of a cursive script store. Why do I say "cursive"? Well, because Kroger apparently had an alternative version of this same décor!!

As you can see above, this script is rather blocky... hence, "block script" seems as good a name as any. In my mind, it's very similar to Schnucks's décor package [that was used during their time in the Mid-South]. Block letters don't make up a very engaging décor package. But the blow is softened, given that the same cool elements of the cursive version are still spread throughout. Other than that, there's not a lot to say about this version of script décor: some example pictures are below, same as I did to wannabe neon. (Maybe both actually predated their comparison décor packages, but what can I say? The comparisons look better!)

Thank you for shopping Kroger... but we're not done yet! Also in this post is Fresh Fare décor - examples below.

Fresh Fare, as far as I can tell, is something that looks like a concept by Kroger to create a more upscale, specialized store, product-wise... I can't speak for the products (I think they're mostly the same as in any other Kroger you'll find) but evidently Kroger doesn't think it accomplishes that décor-wise. I'm not sure if any of these stores around here have been "2012'd" yet (there's only three Fresh Fare stores, by the way, so that accounts for the lack of pictures), but I don't think their special designation would really stop Kroger, to be honest.

I will give Fresh Fare credit, though, for its incorporation of local flair (which I think everyone likes). As I said, there are three around here; these are custom murals from two. One store - on Exeter Road in Germantown - could be in danger of closing, as it is just around the corner (literally!) from the Farmington Blvd. Schnucks that Kroger is extensively remodeling. So that would drop the Fresh Fare count down to two...

As it is, I'd say these stores were pretty much the breeding ground for 2012 décor anyway: looking at the produce section and the aisle markers, there's pretty much (in my opinion) a blend of script and 2012 décor elements. 2012 décor (as if you haven't seen enough, if you've been in any Kroger stores lately!) will be the focus of the next post, alongside its offshoot, Marketplace décor.

Some other random shots from around the store. There's certainly no shortage of the Fresh Fare logo!

NOW I can say thanks for shopping Kroger! Er... I mean, stopping by the Mid-South Retail Blog. Thanks also to kingskip1, Bradley_Memphis, and l_dawg2000, whose photos are featured in this post. And no thanks to Blogger, because it puts me through so much trouble to create these simple posts!

Like I said, stay tuned for the next post, featuring Kroger's latest décor style(s). Until then, have fun exploring the retail world wherever you are!

Retail Retell


  1. I like the cursive better than the straight letters myself.

    1. Fresh fare is my favorite of all the Kroger décor. I've been by both the Memphis Kroger fresh fare stores more than once since I've taken pictures at them, the Germantown store again earlier today. But every time I go by, it's looks like they would be too crowded to get any more pictures!

    2. I also like the cursive more than the block, but I think my favorite décor would have to be millennium, for obvious reasons ;) Though neon is awesome too, and it's not that 2012 is bad, it's just EVERYWHERE...

  2. Fresh fare may be rare in this region, but it seems to be in virtually all the QFC stores here in the northwest...

    1. Interesting! Are most of those stores new builds, or were they retrofitted to Fresh Fare? I'd imagine it would have been easier to build Fresh Fare stores from the ground up. Alternatively, Kroger and its brands just wanted primarily to focus the concept elsewhere.

    2. Is this working? None of my replies have shown up so far

      I believe they were mostly remodels. It's quite possible that Kroger decided to push through Fresh Fare here like they are doing with 2012 there. QFC also seems to be positioned as a more upscale store here... I don't know if that is true of Kroger. Also, the stores here have a much more basic version of Fresh Fare than shown here, though still extensively branded as such... kind of between script and fresh fare. A few new stores have received 2012 decor, but not very many.

    3. Sorry about the confusion. Blogger is very picky.

      Anyway, that does make sense. I guess when Kroger does go on a remodel push around your area again it'll be with the newest look! I've seen very sparse examples of it online, but the aisle signs seem to be mostly 2012-looking, with the décor a little fancier.


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