Kroger, Two Years Later

Originally ReviewedNovember 2019 When the Kroger Rebrand was introduced in late 2019, I was surrounded by many a designer’s quick take: “it’s SO bad — did you SEE the logo?” I was anticipating at least some variety in opinion, but all I heard was homogenized distaste. I have a long habit of questioning the “why” behind what’s accepted by the crowd, so when it came to the easy opinion of turning up my nose at the Kroger Rebrand, I at least wanted to have my own opinion as to why I didn’t like it. Kroger is one of the few areas of consumeristic consistency in my life — groceries are purchased at Kroger and that’s that. No amount of terrible branding or visual heresy will make me change grocers. That being said, when I’m at Kroger, I am subjected to whatever visuals they sling at me. Unfortun