Work
Saved Projects
  • You have not saved any projects.

Gelson's

Save

Gelson’s has always had a reputation as a pioneer and innovator—for example, they were the first store to bring Wolfgang Puck cafes on-site and have continually debuted the most cutting edge CPG startup brands. But as innovation requires partnerships, Gelson’s turned to Shook Kelley to help evolve this great brand.

Gelson’s is a premium food retailer with locations throughout Southern California. Founded in Burbank by Bernie Gelson in the 1950’s, the brand has long catered to the more refined tastes of Angelenos. In recent years, as Gelson’s sought to expand, food culture has evolved and a slew of new competitors have emerged. As a result, Gelson’s competitive advantages have become less clear.

Over the course of several months, Shook Kelley dove into the Gelson’s brand in great depth. The Gelson’s brand identifies closely with a specific slice of Southern California food culture and coastal lifestyle. Gelson’s is an aspirational place, that is also accessible and service-oriented. Gelson’s strives to offer a truly exceptional store experience, a balance of foodie indulgences and everyday food solutions. While welcoming service is a hallmark of the brand, renewing the brand’s focus on certain types of customers helped Gelson’s focus on its unique competitive and strategic advantages.

The Gelson’s brand identifies closely with a specific slice of Southern California food culture and coastal lifestyle.

Shook Kelley used this Discovery and Strategy work to help guide a series of store renovation projects for existing Gelson’s and some conversions of acquired locations. For instance, the Gelson’s Rancho Mission Viejo store begins to redefine the Gelson’s shopping experience by creating a context that shares the brand’s story, perspective and editing philosophy. Redefined food service areas enhance and communicate Gelson’s passion for food. Special featured food zones are discovered throughout the shopping experience, including kombucha on tap, wine & tapas bar, poke seafood bar, self-serve oil & vinegar and fresh squeezed juice. At Gelson’s Silver Lake location, also a Shook Kelley remodel project involving many of the same elements as Rancho Mission Viejo, that store’s new wine bar has garnered a lot of attention as a destination where customers can be part of a community experience. The publication LA Weekly even called it the city’s best new bar.

To further evolve the brand, Shook Kelley redesigned the Gelson’s brand identity. The new Gelson’s logo taps into aspirations of an easygoing, natural and relaxing way of living. The overall identity leverages a four color palette, all inspired by California land and skyscapes, such as the roof of Mediterranean-style homes across a city, a sea of palm tree trunks and the meeting of ocean and sand on the beach. The identity’s new type is a modified hand drawn typeface that represents a specifically California-based aspirational sense of ease.

The new Gelson’s identity work was integrated into environmental graphics in the renovation stores, and the new Rancho Mission Viejo location (see photos above). This creates a holistic experience that communicates the new brand strategy direction in overt and subtle ways. The visual communication strategy in the stores aims to express Gelson’s brand experience while supporting and suggesting opportunities for social activity, taste exploration and food discovery. Visual components leverage imagery and palettes inspired by rolling hills flowing into sandy beaches of the Pacific Ocean. These components are then tied together with architectural details, patterns and textures pulled from Mediterranean-style Southern California homes. The layered elements communicate an aspirational, casual affluence affirming that  “Life Tastes Better Here®" while also revealing Gelson’s unparalleled quality standards for curation and inspiring product information.

The store renovations and brand identity, as well as ongoing Brand Stewardship consulting work, are all part of Gelson’s larger brand-building process, which seeks to develop the brand as bringing people together around a shared identity. Gelson’s is a uniquely Southern California brand, which represents and is inspired by a healthy outlook and food culture. Not only is Gelson’s helping people achieve this aspirational West Coast lifestyle, but the store also serves as a naturally relaxed setting for these types of behavior. Customers can choose to shop or hang out, either at the dine-in area or the wine bar. And the Gelson’s team is fully dedicated to surrounding that customer with the service and support they need to make for a perfect experience.

Gelson’s is a premium food retailer with locations throughout Southern California. Founded in Burbank by Bernie Gelson in the 1950’s, the brand has long catered to the more refined tastes of Angelenos. In recent years, as Gelson’s sought to expand, food culture has evolved and a slew of new competitors have emerged. As a result, Gelson’s competitive advantages have become less clear.

Over the course of several months, Shook Kelley dove into the Gelson’s brand in great depth. The Gelson’s brand identifies closely with a specific slice of Southern California food culture and coastal lifestyle. Gelson’s is an aspirational place, that is also accessible and service-oriented. Gelson’s strives to offer a truly exceptional store experience, a balance of foodie indulgences and everyday food solutions. While welcoming service is a hallmark of the brand, renewing the brand’s focus on certain types of customers helped Gelson’s focus on its unique competitive and strategic advantages.

The Gelson’s brand identifies closely with a specific slice of Southern California food culture and coastal lifestyle.

Shook Kelley used this Discovery and Strategy work to help guide a series of store renovation projects for existing Gelson’s and some conversions of acquired locations. For instance, the Gelson’s Rancho Mission Viejo store begins to redefine the Gelson’s shopping experience by creating a context that shares the brand’s story, perspective and editing philosophy. Redefined food service areas enhance and communicate Gelson’s passion for food. Special featured food zones are discovered throughout the shopping experience, including kombucha on tap, wine & tapas bar, poke seafood bar, self-serve oil & vinegar and fresh squeezed juice. At Gelson’s Silver Lake location, also a Shook Kelley remodel project involving many of the same elements as Rancho Mission Viejo, that store’s new wine bar has garnered a lot of attention as a destination where customers can be part of a community experience. The publication LA Weekly even called it the city’s best new bar.

To further evolve the brand, Shook Kelley redesigned the Gelson’s brand identity. The new Gelson’s logo taps into aspirations of an easygoing, natural and relaxing way of living. The overall identity leverages a four color palette, all inspired by California land and skyscapes, such as the roof of Mediterranean-style homes across a city, a sea of palm tree trunks and the meeting of ocean and sand on the beach. The identity’s new type is a modified hand drawn typeface that represents a specifically California-based aspirational sense of ease.

The new Gelson’s identity work was integrated into environmental graphics in the renovation stores, and the new Rancho Mission Viejo location (see photos above). This creates a holistic experience that communicates the new brand strategy direction in overt and subtle ways. The visual communication strategy in the stores aims to express Gelson’s brand experience while supporting and suggesting opportunities for social activity, taste exploration and food discovery. Visual components leverage imagery and palettes inspired by rolling hills flowing into sandy beaches of the Pacific Ocean. These components are then tied together with architectural details, patterns and textures pulled from Mediterranean-style Southern California homes. The layered elements communicate an aspirational, casual affluence affirming that  “Life Tastes Better Here®" while also revealing Gelson’s unparalleled quality standards for curation and inspiring product information.

The store renovations and brand identity, as well as ongoing Brand Stewardship consulting work, are all part of Gelson’s larger brand-building process, which seeks to develop the brand as bringing people together around a shared identity. Gelson’s is a uniquely Southern California brand, which represents and is inspired by a healthy outlook and food culture. Not only is Gelson’s helping people achieve this aspirational West Coast lifestyle, but the store also serves as a naturally relaxed setting for these types of behavior. Customers can choose to shop or hang out, either at the dine-in area or the wine bar. And the Gelson’s team is fully dedicated to surrounding that customer with the service and support they need to make for a perfect experience.

Gelson's
Next Project Harvest Market
Close

Sign Up