Goal: Transform Kroger’s store brand into a mainstream brand.

Key Insight: Kroger keeps families happy, healthy, and connected.

Business Results: Rebranding launched in 2011 across 11,000 SKUs.



This is an open letter of recommendation for Lubin Lawrence Inc.

The LLI team brought innovative thinking, proven methodology, and a willingness to dig in and collaborate. We learned a great deal about our customers’ unmet and unstated needs – insight that would likely have been difficult to discern with traditional methodologies. Of particular interest, LLI’s visual methodology jump-starts metaphorical design strategy. We were able to better direct our design partners into more fruitful visualization territories quickly.

The result of our work with Lubin Lawrence was a powerful platform and resulting visual realization that continues to successfully prove itself out over two years of various quantitative and qualitative research.

Director, Corporate Brand Strategy and Innovation
The Kroger Company

Goal: Regain global market leadership.

Key Insight: Moms wanted Pampers to help support their babies’ “Healthy Growth.”

Business Results: Business grew from $3B to $11B in 9 years.

Goal: Build a strong emotional bond with boys.

Key Insight: Boys want to feel “unstoppable” in their quest for accomplishment.

Business Results: Disney XD is currently the 4th largest television network for kids and is growing.