A Pure Michigan Shopping Experience

NK was recently given the incredible opportunity to work with Kroger Co. of Michigan, Pure Michigan, and the MSU Product Center on a project that would support Michigan Made products and the state economy.

In 21 stores across Michigan, Kroger has installed an end-cap filled with delicious Michigan-made products (including the products of another client, Brownwood Farms). All products in the display have received the Pure Michigan seal of approval, meaning 51% or more of the product’s value is from Michigan. With a growing consumer demand for local and Michigan made products, the timing couldn’t have been better for Kroger to launch this initiative.

NK was involved every step of the way – from developing campaign messaging, to sketching display concepts, all the way through the actual printing and installation of the signs.

From a design perspective, we wanted to create something that had stopping power – something that would make this Pure Michigan end-cap a go-to destination in the store. The design had to be bold, fresh, approachable, and also flexible so that it could be hung in Kroger stores of all shapes and sizes yet still carry a consistent look. We landed on a large, 3-dimensional hanging sign. The bright colors and unique shapes encourage shoppers to stop and take a look, and the agricultural imagery symbolizes the strong tie to the land that we all share here in Michigan. Those same aesthetics were carried over into the design of the shelf strips.

The sign itself was printed on Sintra PVC board, which is lightweight yet rigid and durable, and takes well to printing. The printing was done using a Gerber CAT UV wide format inkjet printer in Kalamazoo which allowed us to print directly on the substrate.

We are proud to be a part of this program that supports Michigan businesses and we hope you get the chance to visit your local Kroger and see it for yourself!

Below is a list of Kroger stores featuring the Pure Michigan display: