McCaffrey’s Express
McCaffrey’s Food Markets was late to the online grocery space, but that did not mean the experience could feel secondary.
As competitors expanded digital ordering and third-party platforms like Instacart became normalized during and after the COVID-19 pandemic, McCaffrey’s faced a clear challenge. Customers already trusted the in-store service experience, but there was no in-store advertising or support reinforcing online shopping as part of the brand. If McCaffrey’s Express did not feel unmistakably McCaffrey’s, there would be little incentive for customers to switch from third-party services or return after shopping elsewhere.
The goal was to launch a proprietary online shopping experience that maintained operational control, reduced customer fees, and reinforced a core brand promise. Every order would be hand-picked by McCaffrey’s staff. The experience needed to feel familiar, trusted, and fully integrated, not like a
third-party add-on introduced too late.
Role:
Creative Direction
Brand Strategy
Continuity Management
Launch Strategy
Signage Systems
Signage Installation
Experience Design
Year:
2025
Strong brands evolve by refinement, not reinvention.
Brand Stewardship Over Reinvention
An initial logo provided by an external marketing agency did not align with the McCaffrey’s brand. The typography felt overly playful and lacked the seriousness needed to establish trust in a competitive digital space. The logo was refined to match McCaffrey’s existing brand typography, with adjusted spacing and alignment so Express felt like a natural extension rather than a separate service.
If a service feels bolted on, customers will treat it that way.
Designing McCaffrey’s Express as an Extension, NOT a Sub-Brand
McCaffrey’s Express was never intended to feel invisible or separate. It needed to feel permanent and intentional, as though it had always been part of the brand ecosystem. Visual consistency across typography, color, and layout ensured Express felt integrated across physical and digital touchpoints.
Adoption happens through repetition, NOT explanation.
Experience Design Inside the Store
The launch focused heavily on the in-store customer journey. Signage and collateral were designed to educate, reassure, and guide customers through discovery and adoption. Touchpoints spanned the entire shopping experience, including floor graphics, aisle runners, shelf talkers, wobblers, posters, rack cards for service cases, vinyl graphics, and cart-level applications.
The intent was not to overwhelm, but to reinforce awareness consistently throughout the store and remind customers that online shopping still carried the same service standards they expected in person.
Even systems benefit from moments of delight.
Supporting Engagement Through Playful Details
Small experiential touches helped humanize the launch. Graphics were installed by hand on every cart, and balloons were introduced as a new promotional tool to create visibility and a sense of occasion. These elements added warmth and approachability without compromising brand integrity.
Good rollout strategy respects operations as much as design.
Rollout Strategy Built Around Reality
Each of the eight store locations presented unique challenges, from layout differences and equipment availability to varying store ages and renovation constraints. Some locations could not support floor graphics, while others required custom sizing due to older fixtures.
A phased rollout approach allowed stores to launch McCaffrey’s Express without operational strain. Marketing installation was handled entirely in-house, often during off-hours, with the team physically installing graphics across locations. Staging the rollout reduced manpower demands and allowed the program to scale responsibly.
Launch Outcome
McCaffrey’s Express launched across eight store locations with a cohesive in-store and digital presence designed to reinforce trust, service, and familiarity.
Operational Impact
The phased rollout allowed stores to adopt the program without disruption while maintaining brand consistency across varied layouts and conditions.
Current Status
Express is live and recently supported its first peak holiday shopping period, establishing a foundation for future performance evaluation and growth.
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