Widdis
Food Market
A supermarket rebrand carried through every surface: fascia, parking lot, windows, aisles and checkout.
Installed. South and east elevations from the parking lot.
The market was taking over an existing Ideal Fresh space in a Staten Island shopping center. Everything with the old name had to go, and the new brand had to hold together from the road, the parking lot, the front door and every aisle inside.
The fascia is built on a laser-cut composite aluminum panel with a leaf pattern, pulled directly from the leaf in the Widdis logo. It replaces a flat painted band with something that has texture in daylight and depth in shadow, and it ties the whole 68'-7" run to the brand mark.
The name sits on a raised 24' center section in LED channel letters. Department names run along the wings in 1" white Sintra, unlit, so the eye goes to the name first and reads Grocery · Produce · Dairy · Frozen and Meat · Deli · Bakery · Seafood · Organics second. A matte black top molding with 3000K LED washes the pattern at night. On the east corner, a round logo mark keeps the brand visible to anyone approaching from the other side of the lot.
South and east elevations, the pattern panel, and the channel letter install section.
Left: installed, with the pattern reading through the panel. Right: letters dry-fit on the cut panel at the shop before install.
The storefront only covers people already in the lot. The rest of the program reaches everyone else: an 18' banner on the blank side wall facing the street, fourteen double-sided pole flags on seven light poles through the parking field, and a vinyl face change on the shared pylon at the entrance. None of these are big jobs alone. Together they mean a customer never sees the old name.
Side wall banner, pole flags and pylon face, shown against existing conditions.
The windows do three jobs. Along the long south glazing, full-bleed produce graphics turn the glass into a billboard. Where the back of house sits behind the glass, one-way tinted vinyl hides the view in while staff can still see out. At the doors, an etched vinyl band says thank you and welcome in a dozen languages, a nod to who actually shops here, and gives the glass doors a visible band at eye level. A QR panel near the entrance points to online ordering.
Seven window elevations: digital print, one-way tint, and etched vinyl at the doors.
Inside, the system shifts from brand to wayfinding. Ten double-sided hanging aisle signs in anodized silver aluminum, each 2'-6" wide, carry a large acrylic aisle number and five category lines. The category strips are white Sintra inserts held on with Velcro, so when the store re-merchandises an aisle, staff swap a strip instead of ordering a new sign.
The five checkout lanes get their own sign type: rounded aluminum boxes with stencil-cut, push-thru acrylic numbers lit from inside. Aisle numbers are unlit; checkout numbers glow. From anywhere on the floor, the lit numbers mark where you pay.
Aisle sign and checkout sign construction, with the push-thru detail.
The full set: ten aisles and five checkout lanes.
Finished aisle signs, the swappable category inserts, and the rounded profile.
Every piece was checked at the shop before it went to site. Pattern panels were cut and assembled on the frame with the letters laid out on them at full size, so spacing and alignment were settled on the floor, not on a lift.
Cut leaf pattern panel before finishing.
Left: department letters and green dot dividers placed on the panel. Right: pole flags off the printer.