Kroger (KR) has transformed its business by introducing a new branding message and logo. The grocery retailer said the marketing changes look to celebrate its “customers and associates” as well as a “food-first culture.”

The company has selected the “Fresh for Everyone” brand message that signifies its commitment to “fresh, affordable, and delicious food.” Kroger has partnered with DDB New York to create the brand and logo, which it hopes will create a stronger brand identity with customers, associates, and stakeholders.

"Kroger's new brand launch is a unifying framework for our seamless shopping experience that is designed to deepen our connection with customers and associates today and into the future, support our business transformation and provide an elevated creative approach," Mike Donnelly, Kroger's executive vice president and chief operating officer said.

"Kroger chose Fresh for Everyone as our leading brand message because it is inclusive, clear and memorable and supports our vision of serving America through food inspiration and uplift,” he added.

The company’s new logo takes on a “contemporary evolution” that was developed to resemble Kroger’s food-rich heritage. Kroger continues to retain its blue signature colors but will incorporate a bright and modern pallet of accent colors as well as animation of “lovable” emoji characters in promotions.

Kroger said it is looking to stand out in the grocery industry’s “sea of sameness” and will do so by launching new photography and video productions as well as by entering into a mass media advertising campaign to promote the new brand message and logo.

Kroger said its more than 20 brands will continue to operate under their existing names while incorporating the new brand attributes within.

"Fresh and friendly underpin Kroger's new brand identity because product quality and the total customer experience – across physical and digital – are key to bringing our brand promise to life," Mandy Rassi, Kroger's vice president of marketing said.

"Kroger's new brand celebrates our love of people and our love of food, cutting through the 'sea of sameness' that has beset grocery retail advertising for far too long. Having a more consistent and recognizable brand enables Kroger to stand out and engage our customers in an even more compelling way.

Shares of Kroger stock were down 1.58% as of 11:23 a.m. EST on Tuesday.

Kroger_2019_FFE Kroger has introduced a new brand message and logo design. Photo: Kroger