Kroger Brand Logos (Private Selection, Naturally Preferred, Home Sense)
The Idea was to incorporate a mark with each brand that was separate and distinct, yet unified under the Kroger umbrella. Each mark is intended as an identifier of the character of each line of products. Private Selection = higher quality, exclusive; Naturally Preferred = all natural, organic; Home Sense = cleaning, kitchen utensils, home care. Color also plays an important role as a quick visual organization of each brand.
Flowers were used in this mark to signify a clean and orderly home,
ready for guests.
The leaf was the obvious choice to signify fresh, organic, natural.
A chefs hat says, "the finest, freshest, chef-quality ingredients"