The work to refresh the Winn-Dixie brand positioning and creative platform applied our approach of building brands from the inside out to a beloved legacy name. By anchoring the identity in Winn-Dixie’s core purpose—“Empowering people to feed and enrich our communities”—we translated their foundational truths into a cohesive system of brand 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.