The refreshed Winn-Dixie positioning, identity and creative platform were developed in partnership with branding firm Push, bringing the agency’s philosophy of building brands from the inside out to a beloved legacy brand. That meant starting with Winn-Dixie’s core truth and ambition—its purpose of “Empowering people to feed and enrich our communities” and its vision “To become the grocer everyone in the neighborhood knows & loves”—then translating those beliefs into a brand system that works across voice, visuals, and experience.

Today’s grocery brands don’t live in one place—they live across apps, social feeds, digital circulars, email, and store environments. Winn-Dixie’s refresh was built as a system, not a one-off redesign—bringing simplification and consistency through a systematic approach and common-sense design principles so the brand can show up with clarity across every touchpoint.

At the center is the new tagline “Bring home more good.”—a warm, optimistic promise that connects what Winn-Dixie delivers every day to the emotional payoff of bringing something meaningful home.