Buchheit is a 75-year-old family business known as a country general store featuring farm and home supplies. The store mix and focus on serving the country customer evolved but never wavered. Facing increasing competition from category retailers, home improvement chains and rural Walmarts, Buchheit needed to reposition itself for a new age. To start, we developed an updated identity that leveraged the heritage of the brand. We wanted to continue to appeal to the existing customer base but also introduce the brand to a new generation of rural homeowners and weekend farmers. As such, we positioned the brand as “Buchheit. Your Country Superstore.” The new brand platform set the stage for Buchheit to compete more directly with the big box retailers and spoke to the very heart of the hands-on country DIYer.