We were tasked with creating a toolkit to launch 52 new Amazon Fresh stores. One toolkit. Dozens of markets. Big job.

New stores need buzz. So we built a voice that’s fun, inviting, and packed with personality showcasing everything customers already love about Fresh: low prices, convenience, and a wide selection.

Now, our out-of-home signage makes people look and smile. Witty, human headlines meet clean, bold design that feels unmistakably Amazon.