After a collaborative effort with the client to define the position and approach for this store type's demographics, a six week concept development phase was followed by three months of design and production. An average H-E-B has several thousand individual signs in it, all of which we managed through fabrication and installation.

Major departments (Bakery, Meat, Seafood, Dairy, etc) are defined by long headwall panels, canvas-wrapped posters, and dramatic lighting. Fresh products are displayed front and center.

The Produce department emphasizes Texas-grown products and educates shoppers about the bounty of offerings. The citrus signage shown here helps shoppers expand their horizons by comparing the flavor of various varieties.

Point-of-purchase signs in the Cheese department mimic handwritten chalkboards from European markets — but are produced digitally for efficiency and consistency.

Some specialty departments are defined by dimensional lettering and tactile architectural materials. Here, painted foam letterforms are pinned off a wood veneer structure and spot lit.

We collaborated with H-E-B's Facility Alliance Design Team throughout the project to position and brand specialty destinations and services.

A system of symbols identifies (and defines the meaning of) Texas-grown and Organic products throughout all departments.

In addition to defining new color and materials palettes — and new photography — we chose a fresh family of typography (left) for the program. We also had a little fun re-purposing kitchen utensils for this directional sign (right).

Hard-working in-aisle blade and spine signs, along with magnetic, changeable aisle markers, help shoppers find staples as well as specialty products.

An important part of H-E-B's culture is a commitment to take care of Texas' environment. We defined and designed an in-store strategy to show shoppers how they can do their part — with a focus on the things H-E-B does to lighten their own footprint.

These small, strategically-placed messages point out some of the often-overlooked ways H-E-B's newest stores save natural resources.