Choices Market unveils branding with a new beet

B.C. organic and speciality grocery retailer Choices Market has unveiled a new brand identity developed by Toronto retail consultancy Rodmell & Company.

Anchoring the new look is a beetroot shaped like a heart. Yep, it’s a heartbeet.

According to Rodmell & Company, the beet represents Choices’ “earthy commitment” to fresh, local and organic specialty foods, while the heart represents the chain’s deep care for its customers and the environment.

“The logo is, literally, at the heart of the new brand,” said Patrick Rodmell, president at Rodmell & Company, in a release. “While not everyone will see the heart in the beet right away, the intent is to draw in the audience, invoke curiousity and engagement.

“If we can get people talking about the ‘heart in the beet’, that’s a branding home run.”

Launched by two brothers in 1990, Choices expanded around the Vancouver area, and will soon open its 11th store in Parksville—which is being built with a new store concept and customer experience. Along with the new identity, Rodmell oversaw the new store design and updated marketing communications.

“This refresh will help reinvigorate our brand—particularly with younger shoppers—while maintaining the values, service and offerings our existing customer base has come to love and expect from us,” said Tyler Romano, Choices Market’s director of marketing.

David Brown