After a thorough analysis of Longs' internally-designed prototype store in Sacramento, CA, the Anza team was asked to create a more uncompromising approach to a much needed retail brand image update.

The work focused on enhancing street presence by way of a bold exterior presentation of the identity and storefront architecture, as well as in-store anchor departments Photo, Pharmacy, and HBA, and general store ambience and signage.

Three strategic positioning themes were explored, each of which were rendered to express a distinct customer-centric point of view: "Fast and Efficient," "My Lifestyle," and "Expertise and Technology."