Kroger developed the Simple Truth brand to provide consumers with healthy, delicious foods, free from 101+ artificial preservatives and ingredients – the way nature intended.

Arnold’s brand design team helped launch and grow the brand with proprietary in-store merchandising programs. By developing a broader narrative and visual language beyond packaging, Arnold was able to compellingly share the Simple Truth story and engage consumers to trial and repeat purchase. In doing so, Simple Truth became a $2B+ brand in 5 years.


Narrative Development | Visual Language | Messaging | Graphic Design | Structural Design