Case Story: Bloom Markets Brand Development


We created a new brand for a new way to buy groceries and business is blooming!

Bloom Brand ID

After many years of fine-tuning a low price strategy for grocery retailing, Food Lion recognized the increased competitive threat to its core business by several non-traditional grocery discounters entering its markets.

In response, Food Lion developed Bloom– a consumer centric grocery retailing concept that offered affluent customers a more enjoyable, hassle-free shopping experience with more convenient ready to eat meal selections.

PULL collaborated with the client team for nearly a year to create an entirely new grocery brand from the ground up. We consulted with Food Lion’s management, marketing and store development teams on brand positioning, and provided a strategic assessment on naming alternatives that were under consideration.  The trade name Bloom was selected because it represented fresh, lively and natural goodness– all defining attributes of the merchandising plan to offer more convenient and prepared foods to a more affluent consumer.

To bring this new concept to life, we provided the store development team with a comprehensive brand identity system and design solution for store decor and design, facility signage, in-store merchandising, sub-branded areas within the store and way-finding signage. Additionally. we created the design management tools necessary to guide other creative and advertising partners who would develop future market communications programs for store grand openings.

Grocery Retail
Bloom Markets / Delhaize Group USA
Brand Identity Developmen
Retail Store Design and Merchandising


bloom style guide


The first Bloom Markets opened in 2004 to rave customer and industry reviews. Business is blooming. Since opening the first store, nearly 60 more stores have been added, and more are on their way across the mid-atlantic and southeast regions.

Download Bloom Case Study