Joey LewisWorkLet's talk
← All work03 / 06
Environmental designArt direction

Kroger

I brought Kroger's brand to life across campaigns, digital and retail. The biggest piece: turning a tired concession stand at the Cincinnati Reds' ballpark into a destination in 8 weeks.

Role
Senior Brand Designer
Years
2023–2024
Scope
Environmental design, art direction, digital, retail
Team
Led the photographer on the campaign shoot
Partners
Kroger Brand Management, Cincinnati Reds marketing
8weeks to build the Sweet Spot1campaign idea, sketch to shoot2DoorDash storefronts redesigned

The Sweet Spot

The idea: turn a concession stand into a destination. I led the redesign across three zones as the go-between for Kroger and the Reds, from first concept to install.

The Sweet Spot before the redesign: a shuttered stand with dated signageStorefront, before
1 of 7
Process: Kroji edits and revisions
Before: inside the old stand

Art direction

I sketched the compositions, directed the photographer and carried one idea, food in midair, from pencil to campaign.

Pencil sketch of a floating brisket with slices and cornBrisket, sketch
1 of 6

Digital + retail

DoorDash

I redesigned the Smith's and Fred Meyer DoorDash storefronts to move people from browsing to buying.

Reusable bags

A line of reusable bags that sold out 10 days early.

The results

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Fans see the Sweet Spot every season

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Days early the reusable bags sold out, before the promotional window ended

Next project, 04 / 06Wurst
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