The Walmart Refresh: A Delightful Addition to the Brand’s Identity
The recent refresh of US superstore Walmart’s branding got people talking. The word ‘refresh’ is operative here. This wasn’t a splashy new logo or big sweeping changes from agency JKR, it was more subtle logo tweaks and a new typeface. We called it the "definition of a glow up".
The Illustrations: A Personal Touch to the Brand Refresh
One area that I think has been overlooked are the new illustrations that have been created by Ross Murray, Nash Weerasekera, Peter Greenwood, Jason Solo, and Kelly Llanos. These add a personal touch to the brand refresh and really brighten up the stores when seen in-situ. In fact, I’d go as far to say that they’re my favourite part of the new look.
A Cohesive Identity
Although they are by five different artists, they definitely feel part of a cohesive identity, with Walmart’s blue and yellow tying everything in together. I really like the use of animation to bring them to life, too.
Bringing the Brand to Life
Some are more detailed, like the scene that shows two Walmart vans, shopping bags, and I presume website, yet still doesn’t feel like it’s shoving the Walmart brand down your throat. The line feels carefully placed, and I like the way the shadows are in light blue.
A Range of Products
Other animations focus on brand icons, which show off the breadth of what Walmart offers (no guns included!). There are flowers, a candle, hammer, some vitamins, makeup, and books. Again, these feel like a cohesive set despite the range of products.
In-Situ
Image 1 of 5
[Walmart illustrations on a mobile]
(Image credit: Walmart)
Image 2 of 5
[Walmart illustrations of a man giving a woman a plaster and some vitamins]
(Image credit: Walmart)
Image 3 of 5
[Walmart illustrations of a person and a cow]
(Image credit: Walmart)
Image 4 of 5
[Walmart illustrations of people in a pharmacy]
(Image credit: Walmart)
Image 5 of 5
[Walmart illustrations of a person on a bike]
(Image credit: Walmart)
More Illustrations
Elsewhere, different illustrations show people interacting with Walmart in different ways, from shopping online to being seen at the pharmacy.
Conclusion
Are these illustrations groundbreaking? Probably not, but that’s arguably not what’s needed for this brief, and what they do, they do very well. For more on the Walmart refresh, see our piece on designers’ reactions to it. To feast your eyes on more brilliant illustration, see the winners of the 2024 Brand Impact Awards, which include JKR.
FAQs
Q: What is the goal of the Walmart refresh?
A: The goal is to give the brand a more personal touch and make it more relatable to customers.
Q: Who created the new illustrations for the Walmart refresh?
A: The new illustrations were created by Ross Murray, Nash Weerasekera, Peter Greenwood, Jason Solo, and Kelly Llanos.
Q: What is the significance of the illustrations in the Walmart refresh?
A: The illustrations add a personal touch to the brand refresh and bring the brand to life, making it more relatable to customers.
Q: Will the illustrations be used in-store and online?
A: Yes, the illustrations will be used in-store and online to promote the brand and its products.
