Shubie’s Marketplace
Reinvigorating an historic family brand to pave the way for its future.
Client
Shubie’s Marketplace
SCOPE
Creative Direction
Positioning
Identity
Collateral
TIMELINE
Fall 2021 – Strategy Begins
Winter 2022 – Renovations Start
Spring 2023 – New Identity Unveiled
Summer 2023 – Brand Rollout &
75th Anniversary
The Ask
When the second and third generation owners of Shubie’s contacted us, Carol and George Shube and their son Doug were proud of their store’s rich past – but they didn’t know how to take Shubie’s into the future.
In our first meeting, it was obvious why Shubie’s is a beloved fixture of historic Marblehead, MA. Family-owned and operated since opening in 1948, it feels like much more than a store. Through a thoughtful offering of high quality food, gifts, and spirits – selected and served with genuine care – Shubie’s brings its customers into the family fold.
But while business was good, the Shubes believed it could be so much better.
Over the decades, Shubie’s had continually expanded its offerings to better serve its community, but now its brand story lacked clarity. Customers could no longer keep track of everything Shubie’s could do. Several core new services were massively under-tapped – while efforts to increase awareness and new clientele from outside Marblehead fell flat.
Carol and Doug knew they were leaving money on the table, but weren’t sure what to do.
With its 75th anniversary approaching, Shubie’s needed to seize the opportunity to celebrate its rich history and role in the community – while reinvigorating the brand for future growth.
The Work
Creating utter clarity was crucial. We started with repositioning Shubie’s to tackle both its brand message and visual tone.
While Shubie’s began as a packaged goods shop, today it offers gourmet foods, imported cheeses, artisan gifts, a deli with freshly prepared foods, catering, plus fine wine, spirits, and craft beers. A true marketplace.
By making this simple addition to the brand name, Shubie’s Marketplace now conveys what customers can expect and connotes an important tone: elevated and honest.
Not only does repositioning as a marketplace fit Shubie’s existing tagline, Look No Further, it also references the old-fashioned general store – with everything you need, run by a family you trust – a role Shubie’s is proud of serving in the community for 75 years.
"Memo gave us real clarity about who we are, which is
remarkable considering we’ve been in business
for 75 years”—Carol Shube
But while the Shubes value their history as a mom-and-pop, they no longer wanted to look like one.
We designed a new identity and suite of custom fonts to imbue the brand with fresh personality. Warm, refined, and playfully retro, the new logo looks steeped in history – but not old.
With principal Douglas Riccardi’s creative direction, the Shubes could also move forward with renovating the interior of the store to facilitate a seamless, user-friendly customer experience.
As Memo’s ongoing work with Shubie’s addresses high visibility branded items – shopping bags, packaging, labels, in-store menus, and signage to bring attention to key offerings – an architect from our network is ensuring the renovation is executed smoothly and cost-effectively.
The Results
As Shubie's celebrates its 75th anniversary, the family brand is stronger than ever.
Carol, George, and Doug have a renewed appreciation for their store and history, and are thrilled to share a clear brand story with their customers. It’s easy to talk about everything they do, and easy for customers to see why Shubie’s is so special.
Not only is Shubie’s reconnecting with its beloved community through a fresh new brand experience, it’s now laying the groundwork to reach beyond its immediate area – and setting the stage to expand the brand into new locations one day.
With its past and present in alignment, Shubie’s Marketplace is positioned to take on the future – with the Shube’s quintessential care for their ever-expanding community.
Let’s get to work.
But first, lunch.
We believe the best decisions are made over a meal. Meet us at your favorite place & let’s discuss how to fast-track your success.